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Ejercicios de marketing. Herramientas eficaces para la toma de decisiones (Libros profesionales) (Spanish Edition)

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Author : Rosa M. Hernaacute;ndez Maestro, Aacute;lvaro Garrido Morgado, Aacute;ngela Gonzaacute;lez Lucas
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Description : En el contexto cambiante y competitivo al que se enfrentan las empresas en la actualidad, es creciente la importancia del marketing. Por lo tanto, el conocimiento de herramientas que faciliten la toma de decisiones de marketing es esencial.Este manual ha sido concebido principalmente para que se convierta en un instrumento didaacute;ctico y uacute;til para profesores y estudiantes. Destaca por su caraacute;cter eminentemente praacute;ctico e incluye una amplia recopilacioacute;n de ejercicios que se resuelven mediante meacute;todos y modelos tradicionales que constituyen herramientas praacute;cticas baacute;sicas de cara a la toma de decisiones de marketing.El manual se estructura en cuatro capiacute;tulos: Demanda y cuota de mercado, Aacute;reas comerciales, Formacioacute;n de actitudes y Segmentacioacute;n de mercados. En cada uno de estos capiacute;tulos se definen brevemente los conceptos de intereacute;s, asiacute; como las herramientas praacute;cticas utilizadas en la resolucioacute;n de los ejercicios correspondientes. Ademaacute;s, acompantilde;ando los caacute;lculos impliacute;citos en dicha resolucioacute;n y para facilitar su comprensioacute;n, se ofrecen paso a paso explicaciones muy detalladas.Los autores son profesores cuya trayectoria docente se circunscribe al Aacute;rea de Comercializacioacute;n e Investigacioacute;n de Mercados del Departamento de Administracioacute;n y Economiacute;a de la Empresa (Universidad de Salamanca).Iacute;ndiceDemanda y cuota de mercado.- Aacute;reas comerciales.- Formacioacute;n de actitudes.- Segmentacioacute;n de mercados.

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