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Plan de marketing. Diseño, implementación y control by Ricardo Hoyos Ballesteros

Plan de marketing. Diseño, implementación y control

by Ricardo Hoyos Ballesteros
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Book cover type: Paperback
  • ISBN13: 9788418532801
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Marge Books
  • Publisher Imprint: Marge Books
  • Publication Date:
  • Pages: 182
  • Original Price: USD 22.99
  • Language: Spanish
  • Edition: N/A
  • Item Weight: 295 grams
  • BISAC Subject(s): General

El marketing es el motor que impulsa el desarrollo empresarial mediante el diseño del direccionamiento estratégico que contempla el portafolio y las marcas de la compañía. De manera sencilla y metódica, este libro muestra cómo hacer un plan de marketing, suministrando una serie de herramientas de diagnóstico que permiten ejecutarlo en una organización con enfoque en gerencia de marketing.

El autor presenta un modelo de gestión que ha denominado Modelo CASAR, una guía práctica de diseño estratégico para cualquier tipo de organización.

El libro tiene como objetivo estructurar en el lector un pensamiento estratégico en torno a la dirección del marketing empresarial. Para ello, aborda la estrategia y la táctica en la gerencia de marketing, la implementación del modelo CASAR, la auditoría de marke-ting y un vademécum estratégico, entre otras materias significativas.

Esta obra se dirige a estudiantes de marketing, publicidad, comercio internacional y administración de empresas. También a estudiantes de posgrado y a profesionales en ge-rencia de marketing, gerencia estratégica, gerencia comercial y administración.

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