by Ana Belén Casado Díaz, Ricardo Sellers Rubio · ecu · tapa blanda · ISBN 9788499481784
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«Introducción al Marketing» is the marketing manual by Ana Belén Casado Díaz and Ricardo Sellers Rubio, published by ECU in paperback (272 pages).
University textbook explaining the essential concepts and techniques of marketing, from market research and environmental analysis to segmentation and the marketing mix. Its six chapters include examples, practical applications, and discussion questions aimed at developing analytical skills and strategic planning.
First edition published on 17 September 2010. The six chapters cover from market research to the marketing mix, with environmental analysis, segmentation, and consumer.
Manual intended for university students of Business Administration and Management taking the Introduction to Marketing course.
