JEFAS (antes Cuadernos de Difusión) Vol. 3 Nº 6 (1995)

URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4104

Examinar

Filtros

19951

Ajustes

Acceso: search.filters.access.Acceso abiertoTema: search.filters.subject.Business strategy

Resultados de la búsqueda

Mostrando 1 - 1 de 1
  • Miniatura
    ÍtemSolo Metadatos
    ¡Qué buena leche!
    (Universidad ESAN. ESAN Ediciones, 1995-12-30) Gastañaduy, Alfonso
    This case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that "rests on its laurels" and that of an aggressive, dynamic company with a clear strategic marketing focus. He recommends also discussing the use of market opportunities that are sometimes so obvious that they are not "seen", and the importance of using market information to optimize decisions.