by Salvador Miquel Peris, Alejandro Mollá Descals, J. Enrique Bigné Alcañiz · McGraw-Hill Interamericana de España S.L. · tapa blanda · ISBN 9788448118464
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«Introducción al marketing» is the marketing textbook by Salvador Miquel Peris, Alejandro Mollá Descals and J. Enrique Bigné Alcañiz, in paperback.
The work is divided into three parts: introduction to marketing, commercial research, consumer behaviour and planning; the 4 Ps of the marketing mix (product, price, distribution and communication); and new applications. Each chapter adds analysis questions, summaries and recommended readings on its business application.
First edition published on 1 October 1994 by McGraw-Hill Interamericana de España S.L., with 184 pages in Spanish.
Suitable for university students and professionals new to marketing, with a pedagogical approach and practical orientation.
