Marketing para pymes: Un enfoque para latinoamérica
- ISBN-10
- 9586828557
- ISBN-13
- 9789586828550
- Category
- Business & Economics
- Pages
- 487
- Language
- Spanish
- Published
- 2013-04-30
- Publisher
- Alpha Editorial
- Author
- Alejandro Schnarch
Description
Libros sobre marketing hay muchos, pero una gran parte está escrita en otras realidades, para otros contextos y, generalmente, enfocados en grandes corporaciones. Como resultado, se han tratado de imponer teorías y estrategias que se usan en los países desarrollados, y que no siempre tienen aplicación en nuestro medio puesto que los mercados, los comportamientos, los procesos, las creencias, los valores o las expectativas son diferentes. El autor, nacido en Chile, tiene una gran comprensión de la situación de América Latina, producto de una larga experiencia profesional y académica al haber trabajado como asesor, profesor e investigador en varios países de la región, lo que le ha permitido revisar, organizar y adaptar algunos conceptos y herramientas del marketing, con un enfoque hacia las Pymes latinoamericanas.
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