by Kevin J. Clancy, Robert S. Shulman · Vergara · tapa blanda · ISBN 9789501518627
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«La revolución del marketing» is the marketing essay by Kevin J. Clancy and Robert S. Shulman, published by Vergara in paperback (466 pages, in Spanish).
The book places marketing at the centre of corporate strategy and warns of an overdose of poorly applied marketing. Companies will be more profitable by adding value, not just cutting costs, and marketing intelligence, based on data and sophisticated analysis, enables an understanding of consumer behaviour and tackling challenges such as loyalty, market share and brand.
Volume 94 of the Vergara Bolsillo collection. Originally published in English as «Marketing Revolution: A Radical Manifesto for Dominating the Marketplace».
Aimed at marketing professionals, executives and students of economics and business interested in commercial strategy and the evolution of marketing in the 1990s.
