by Juan Carlos Alcaide Casado · ESIC Editorial · tapa blanda · ISBN 9788473569514
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«Comunicación y marketing» is the marketing manual by Juan Carlos Alcaide Casado, published by ESIC Editorial in paperback (118 pages, in Spanish).
Explains why many entrepreneurs and SMEs distrust marketing and how that lack of investment leads many businesses to failure. Points out the most common errors in commercial management and proposes solutions: customer orientation, segmentation and positioning, applying the AVER cycle, and designing communication and market penetration strategies.
Volume 8 of the ESIC Course collection on entrepreneurship and business management. ABC. First edition.
For entrepreneurs, SME managers, and students of marketing or business management.
