by José María Sainz de Vicuña Ancín · ESIC Editorial · tapa blanda · ISBN 9788473565837
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«El plan de marketing en la Pyme» is the marketing manual for SMEs by José María Sainz de Vicuña Ancín, published by ESIC Editorial in paperback.
Practical guide for SMEs presenting marketing planning as a way to increase profitability, monitor the market and react to unforeseen events. It explains how to set objectives, strategies, actions and budget, and includes two real plans, SDV Consultores and Coopaman, and an epilogue on corporate culture in the face of globalisation.
Second edition, published in February 2009, with 220 pages in Spanish. José María Sainz de Vicuña Ancín is also the author of «El plan de marketing en la práctica».
Aimed at managers and executives of small and medium-sized enterprises who want to structure their marketing plan.
