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|a Munuera Alemán, José Luis
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|a Estrategias de marketing :
|b un enfoque basado en el proceso de dirección /
|c José Luis Munuera Alemán, Ana Isabel Rodríguez Escudero.
|
| 250 |
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|a 2a. edición
|
| 260 |
|
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|a Madrid :
|b Esic Editorial,
|c 2015.
|
| 300 |
|
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|a 687 páginas :
|b ilustraciones ;
|c 25 cm.
|
| 504 |
|
|
|a Bibliografía: 663-687 páginas
|
| 505 |
2 |
|
|a Estrategia y marketing -- Mercado de referencia, segmentación y posicionamiento estratégico -- Evaluación dinámica del atractivo del mercado -- Análisis de la competencia y de los competidores -- Modelos para el diagnóstico estratégico de la cartera de productos -- Estrategias de crecimiento -- Estrategia de expansión internacional -- Estrategia de desarrollo de nuevos productos -- Estrategia de imitación -- Estrategia de diferenciación a través de la marca -- Estrategias competitivas y de inversión en el mercado -- Diseño, ejecución y control del plan estratégico de marketing -- Auditoría de marketing -- Casos
|
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|a Segmentación del mercado
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|a Canales de comercialización
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|a Productos nuevos
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|a Rodríguez Escudero, Ana Isabel
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