by Alberto Levy · Ediciones Granica, S.A. · tapa blanda · ISBN 9789506412548
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«Mayonesa: La Esencia del Marketing» is Alberto Levy's marketing essay, published by Ediciones Granica in paperback (240 pages, in Spanish).
The book explains the principles of competitive development through a battle among three fictional companies for profitability in the mayonnaise market. The brands are invented, but the strategic methodology is real and comes from consulting practice. The work invites readers to discover the intricacies of strategy and competitive power.
First version published in 1997; this 1999 edition is updated and expanded. The author holds a PhD in Economic Sciences and Psychology from UBA.
Aimed at marketing, business strategy, and consulting professionals, as well as business and economics students.
