El marketing implica la identificación, previsión y satisfacción de las necesidades del cliente. Este libro explica de manera sencilla los conceptos del marketing y examina los distintos elementos de un eficaz plan de marketing, con ejemplos relativos a la provision de bienes y de servicios. Describe los principios y la practica de la investigacion de mercados y de la planificacion de productos y examina los mensajes de la publicidad y de los medios de comunicacion. Concede especial atencion al papel del jefe de producto, y, asimismo, hace el estudio de casos reales, de particular utilidad para estudiantes.
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