by Bernat López-Pinto Ruiz · Universitat Politècnica de Catalunya. Iniciativa Digital Politècnica · tapa blanda · ISBN 9788483015353
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This book provides a comprehensive and synthetic overview of the fundamental aspects of marketing, ranging from market research and segmentation to consumer behavior. It details the planning, execution, and control of commercial actions, analyzing in depth the marketing-mix variables: product, price, positioning, and promotion, with a focus on consumer goods.
Written by Bernat López-Pinto Ruiz, this manual is an essential tool for students and professionals interested in commercial management. Through an operational approach, the author explains how to design an effective marketing plan, making it a key academic reference within the Politext collection of the Universitat Politècnica de Catalunya.
