by José Luis Munuera Alemán, Ana Isabel Rodríguez Escudero · ESIC Editorial · tapa blanda · ISBN 9788473568197
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«Estrategias de marketing» is the marketing manual by José Luis Munuera Alemán and Ana Isabel Rodríguez Escudero, published by ESIC Editorial in paperback.
Strategic marketing manual covering the management process: market analysis, product portfolio diagnosis, growth decisions, branding, internationalisation and divestment, closing with the strategic plan. Includes real cases of companies in Spain, such as Starbucks, Apple, Seur, Danone, Benetton and Campofrío.
2nd edition, published in 2012; collection «Libros profesionales de empresa»; 688 pages; in Spanish.
Aimed at university students and marketing professionals seeking a complete view of commercial strategy and its planning.
