by O. C. Ferrel · tapa blanda · ISBN 9789706861986
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«Estrategia de marketing» is the marketing manual by O. C. Ferrell, Michael D. Hartline and George H. Lucas, in paperback.
The work addresses strategic marketing management, taking into account the social, economic and technological environments in which organisations operate. It proposes the creation of customer-oriented marketing strategies and plans and highlights the importance of analysis for commercial decision-making, with an approach applied to business management.
Second edition of the work, published in August 2002; original title: Marketing Strategy.
For marketing and business administration students who want to understand customer-oriented strategic planning.
