El Plan de Marketing: Principios de Marketing

Translated title of the contribution: Marketing Principles: The marketing plan

Lina Maria Echeverri Canas, David Hernando Barbosa Ramirez, María Emma Lambona González, Javier Alirio Sanchez-Torres, Alejandro Jose Useche Arevalo, Leidy Johanna Díaz Garzón

Research output: Chapter in Book/ReportChapter (peer-reviewed)peer-review


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.
Translated title of the contributionMarketing Principles: The marketing plan
Original languageSpanish (Colombia)
Title of host publicationPrincipios de Marketing
Subtitle of host publicationTeoría de la elección del consumidor: un análisis desde la economía comportamental aplicado al marketing
Place of PublicationBogotá
PublisherUniversidad del Rosario
Number of pages28
ISBN (Electronic)9789587841183
ISBN (Print)9789587841176
StatePublished - Oct 31 2018


Dive into the research topics of 'Marketing Principles: The marketing plan'. Together they form a unique fingerprint.

Cite this