by Enrique Carlos Díez de Castro, Isabel María Rosa Díaz · Esic Editorial · tapa blanda · ISBN 9788473563635
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«Gestión de precios» is the manual by Enrique Carlos Díez de Castro and Isabel María Rosa Díaz, published by Esic Editorial in paperback (526 pages).
It studies price setting from a dual perspective: normative (how it should be established) and positive (actual business practice). It analyses price as a marketing variable, its determining factors —costs, demand, competition, perceived value—, demand-based methods and strategies, including international ones.
Fourth revised and updated edition of the work, published in Spanish by Esic Editorial on 2 August 2004.
For undergraduate, master's or specialised course students in business management and marketing, as well as for professionals who must set prices.
