Introduction to marketing and communication in the company

The book Introduction to Marketing and Communication in Business is a basic manual of the subjects that introduce readers to the world of Marketing. Its main objective is to introduce readers to the basic concepts, instruments and decisions of Marketing. At the same time it introduces the first notions of Marketing.
The book is structured in two parts: the first part is oriented to the basic and characteristic concepts of Marketing in the market and company environment, and the development of the strategic marketing plan; and the second part is focused on the operative marketing plan, which considers the main variables and commercial actions.
This book, as it has been structured, will allow the reader to have the basic knowledge of the Marketing discipline and to develop his or her competences, since each chapter concludes with a practical case based on Spanish companies or multinationals known to the reader, and some questions for reflection that allow the reader to go deeper into the corresponding topic.

Index
What is marketing? - Information gathering and analysis of the environment.- Marketing research.- Analysis of the consumer market.- Identification of segments and selection of the target audience.- Development of product strategies.- Pricing strategies.- Design and management of distribution channels.- Design of a communication plan.- Bibliography.- Links of interest.- Marketing research.- Analysis of the consumer market.- Identification of segments and selection of the target audience.- Development of product strategies.- Pricing strategies.- Design and management of distribution channels.- Design of a communication plan.- Bibliography.- Links of interest.