by Mikel Mesonero de Miguel, Juan Carlos Alcaide Casado · ESIC Editorial · tapa blanda · ISBN 9788473568609
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«Marketing industrial» is the marketing manual by Mikel Mesonero and Juan Carlos Alcaide, published by ESIC Editorial in paperback (400 pages).
Practical manual on industrial or B2B marketing: orienting commercial management towards profitable, lasting customer relationships. With a didactic approach and real experiences, it covers planning, CRM, segmentation, positioning, communication, loyalty, and technical support as a competitive advantage.
The book belongs to the collection Libros profesionales de empresa. It is the first edition, published in Madrid on 16 July 2012.
For marketing and sales professionals, managers, and business administration students interested in B2B marketing.
