by Lorenzo Iniesta · Gestión 2000 · tapa blanda · ISBN 9788480886598
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«Máster de marketing» is a marketing manual by Lorenzo Iniesta, published by Gestión 2000 in paperback (376 pages, in Spanish).
A reference work that summarises the fundamentals of strategic, tactical and operational marketing. It raises key questions to define the target audience, segment the market, calculate the number of potential customers, identify who influences the purchase decision and analyse the company's competitive advantages.
The Spanish edition was published in 2001; the full title is «Máster de marketing: todo cuanto hay que saber sobre el marketing estratégico, táctico y operativo».
Intended for marketing students and professionals seeking a practical and comprehensive view of the discipline.
