by Alicia Blanco González, Alberto Prado Román, Carmelo Mercado Idoeta · ESIC Editorial · tapa blanda · ISBN 9788416701025
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«Introducción al marketing y la comunicación en la empresa» is a marketing manual by Alicia Blanco González, Alberto Prado Román and Carmelo Mercado Idoeta.
A basic manual for getting started in marketing: it presents the essential concepts, tools and decisions of the discipline and distinguishes between the strategic and operational marketing plans. Each chapter includes a practical case study of well-known Spanish or multinational companies and reflection questions for further study.
Second edition, revised and updated, published by ESIC Editorial in Madrid in 2016. Paperback, 231 pages, in Spanish; part of the Libros Profesionales de Empresa collection.
Aimed at university students and professionals new to marketing who need to acquire its fundamentals.
