by José María Sainz de Vicuña Ancín · ESIC Editorial · tapa blanda · ISBN 9788416462551
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«El plan de marketing en la práctica» is the marketing manual by José María Sainz de Vicuña Ancín, published by ESIC Editorial in paperback (500 pages, in Spanish).
The work is a practical guide that assists senior management in developing a marketing plan, from situation analysis to action plans. The book presents four case studies of companies in industrial, service and consumer goods sectors, with special attention to digitalisation and the need to integrate offline and online actions.
The book belongs to the Libros profesionales de empresa collection; the back cover mentions its selection among the 20 best management books by Capital magazine.
The book is aimed at entrepreneurs, managers, professors and marketing students in Spain and Latin America.
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