by Jean-Jacques Lambin · MCGRAW HILL (FONDO) · tapa blanda · ISBN 9788448116118
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«Marketing Estratégico» is the strategic marketing manual by Jean-Jacques Lambin, published by McGraw-Hill in paperback (610 pages, in Spanish).
Manual that brings together the concepts and techniques of current marketing and offers a method for planning strategic marketing in the company. It reviews the macro-marketing environment, the consumer, international expansion and the measurement of customer satisfaction, with examples, updated data and exercises at the end of each chapter.
Spanish translation of the third edition of «Le marketing stratégique», translated by Salvador Miquel and Antonio Carlos Cuenca. Includes bibliography, analytical index and graphics.
Aimed at students and professionals who want to get started in marketing management, in both consumer and industrial markets.
