by Ramón Rufín Moreno, Mariló Reina Paz · Editorial Universitaria Ramón Areces · tapa blanda · ISBN 9788480046039
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«Fundamentos de marketing» is the marketing textbook by Ramón Rufín Moreno and Mariló Reina Paz (Editorial Universitaria Ramón Areces, paperback, 496 pp.)
University textbook covering the fundamentals of marketing: general concepts, demand and market analysis, buying behaviour, segmentation, product, promotion, distribution, price and commercial strategies. It also addresses the role of information systems and the Internet in business.
First edition published in Madrid on 30 September 2003. Text in Spanish. Part of the Libro Técnico collection.
Aimed at university students and marketing and business management professionals.
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