by Jaime Rivera Camino, Mencía de Garcillán López-Rua · ESIC Editorial · tapa blanda · ISBN 9788473564847
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«Dirección de marketing: fundamentos y aplicaciones» is the marketing manual by Jaime Rivera Camino and Mencía de Garcillán López-Rua in paperback.
Practical manual on marketing management: explains segmentation, demand, buyer behaviour and commercial research; develops the marketing plan and product, price, distribution and communication policies; and reserves a chapter for digital marketing.
Published by ESIC Editorial in 2007; Spanish-language edition of 434 pages. Libros Profesionales de Empresa collection.
Aimed at marketing students and professionals seeking a practical approach, with cases and frameworks applicable to business.
