Dirección de marketing

Synopsis of Dirección de marketing

This manual, designed as a fundamental tool for university students, delves into the most relevant concepts, functions, strategies, and tools of marketing management in organizations. Serving as a supplement to the mandatory course in the Business Administration and Management degree at the Rey Juan Carlos University, the work offers an updated and practical perspective adapted to the methodologies of the European Higher Education Area. This second edition addresses the basic pillars of marketing in a structured manner, facilitating student learning through a didactic and rigorous approach.