by John O'Shaughnessy · Ediciones Díaz de Santos, S.A. · tapa blanda · ISBN 9788487189777
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«Marketing competitivo» is John O'Shaughnessy's marketing manual, published by Ediciones Díaz de Santos in paperback (616 pages, in Spanish).
Work examining the nature of marketing and its strategic planning: consumer behaviour, market segmentation and positioning. It develops competitive strategies, product management and development, and explains persuasive communication, advertising, sales management, pricing and distribution channels.
First edition published in 1991, with the subtitle «Un enfoque estratégico».
Reference work for students and professionals in marketing and commercial management.
