by José María Sainz de Vicuña Ancín · ESIC Editorial · tapa blanda · ISBN 9788473565707
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«El plan de marketing en la práctica» is the marketing manual by José María Sainz de Vicuña Ancín (ESIC Editorial, paperback, 488 pages, in Spanish).
Practical guide for senior management of companies that need to survive in a competitive market. It explains step by step how to develop a marketing plan: situation analysis and diagnosis, objectives, strategies and action plans, with cases from industrial, service and consumer goods sectors.
Twelfth revised and updated edition (2008), from the Libros profesionales collection. Includes CD-ROM and was selected as one of the 20 best management books by Capital magazine in 2003.
Aimed at entrepreneurs, executives, teachers and marketing students in Spain and Latin America.
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