El Plan de Marketing: Principios de Marketing

This book analyses the fundamental principles of marketing, i.e. strategy, marketing plan, technology, consumer and market. The direct, clear and rigorous treatment of the subjects makes the book easy to read and understand without losing the complexity of the area. This text, aimed at students of marketing subjects, will provide an updated and innovative synthesis on the pillars of the subject. It will allow academics and professionals to quickly connect the areas studied. Finally, for the general public, the reading of a short, clear and profound text will open the doors to a field with many possibilities. The methodology of the book is based on the concision, applicability and rigor in the presentation of the material, and includes a strategic overview of marketing in the administration, a consolidation of this strategy in the plan, an application in digital technology, a human-community experience of the consumer with applied models and a concept of market as a community where the company must be immersed with its marketing models to create, communicate and deliver value.