by Jacques Lendrevie, Denis Lindon, Pedro Dionísio · Tapa blanda · ISBN 9789722010214
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«Mercator» is the marketing manual by Jacques Lendrevie, Denis Lindon and Pedro Dionísio (Publicações Dom Quixote, paperback, 644 pages, in Portuguese).
Manual covering marketing from its foundations to its applications: value creation, market analysis, consumer behaviour, segmentation, positioning, brand, product, pricing, distribution, retail, communication, advertising, sales force, merchandising, sponsorship, strategy, planning and control, and modes such as international, internal, B2B, services, sports, relational and online marketing.
The cover indicates it is the 4th updated edition and gives the full title «Mercator: Teoria e Prática do Marketing».
Reference work for marketing students and professionals, especially in the Lusophone sphere.
