JEFAS (antes Cuadernos de Difusión) Vol. 7 Nº 12 (2002)

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La derrota del marketing: ¿realidad o nuevos desafíos gerenciales?
(Universidad ESAN. ESAN Ediciones, 2002-06-30) Cracco , Etienne
As a result of its own research, the exhibitor systematizes the mistakes that companies usually make when applying new marketing strategies. It describes thirteen big mistakes based on the real experience of prestigious companies in Europe and the United States, explains the reasons for the failures and establishes the lessons that can be drawn from them. The sources of errors are discovered in the inadequate management of market analysis, business and organizational culture, information systems, the technological factor and communication channels.