by José María Sainz de Vicuña Ancín · Esic Editorial · tapa blanda · ISBN 9788473564465
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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 (512 pages).
The book is a practical guide to developing a marketing plan, with special attention to the digital transformation of companies. It explains the contribution of marketing in the digital age, reviews the stages of designing and executing the plan, and shows how to monitor and control it. It includes real cases of companies such as Nire iHealth and Ternua, as well as the example of SDV Elkartea.
Capital magazine included this work in its 2003 selection of the 20 management books; it belongs to the Libros Profesionales de Empresa collection and is the 10th revised and updated edition.
Aimed at entrepreneurs, managers, professors and marketing students, and at those who need a practical guide to developing a marketing plan.
