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Modelo Sintético de Estrategia de Marketing.

Modelo Sintético de Estrategia de Marketing.


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About the Book

¿Te has planteado la necesidad de mejorar la estrategia de tu negocio pero no sabes que aspectos hay que considerar?¿Te ocurre que muchas discusiones con tu equipo de negocio son debidas a una falta de marco de referencia y se convierten en pugnas personales?¿Puedes decirme cual es la estrategia de tu empresa? Si tu respuesta se resume en una frase o incluye el concepto de precio tienes urgentemente que comprar este libro. ¿Puedes definirme la ventaja competitiva de tu empresa? Si dudas es que no la tienes, o no eres consciente de ella, lo cual es un problema que debes solucionar.En el mundo empresarial utilizamos de forma constante conceptos cuyo contenido está pobremente definido y cuya aplicación práctica es poco rigurosa y difusa. Uno de estos conceptos es el de estrategia.Todos hablamos de estrategia. Claramente necesitamos disponer de una, tenerla definida, conocerla y mejorarla de forma continua. Pero si te preguntara cuál es tu estrategia empresarial, probablemente te crearía un problema. Si te digo que la escribas, el problema se hará patente. Si después te preguntara cuál es tu ventaja competitiva, posiblemente me responderías con lo mismo, normalmente con una de tus fortalezas. Si te preguntara después por tus tácticas... quizá ya empezarías a malhumorarte.No se trata de formular definiciones académicas, sino de establecer un lenguaje lo suficiente sólido para que los conceptos se puedan materializar en acciones, que éstas respondan a un plan organizado que permita su monitorización y quizá lo más importante, que éste lenguaje pueda ser compartido a lo largo y ancho de la empresa. De esta forma, cuando hablemos de un problema estratégico sabremos de qué estamos hablando, lo identificaremos con precisión, mejorará nuestra comunicación interna así como nuestra capacidad de análisis y avanzaremos más rápidamente hacia su solución.Con este libro pretendemos establecer un modelo útil y sencillo para definir e implementar el proceso de estrategia de márketing en la empresa. Porque la estrategia es un proceso, cuyos componentes deben ser alimentados y cuyos resultados marcarán la diferencia entre el éxito o el fracaso.Y tú, como estratega, tendrás que llevarlo cabo.El proceso de innovación empresarial genera ideas que luego se consolidan en productos y servicios. Este proceso se produce de forma continua, en todos los trabajadores, en todo momento y no depende de horarios laborales. Por eso, toda empresa debe de tener identificado un proceso de innovación aunque sea básico.La innovación se basa más en una intercomunicación bien gestionada que en un departamento tecnológico de I+D.Todo esto se entiende mejor si lo enmarcamos en un modelo de estrategia empresarial que sea coherente, simple y manejable. Este libro introduce con este propósito el Modelo Sintético de Estrategia de Márketing MSSM(c) que guía al lector en el proceso de generación y definición de la estrategia empresarial estimulando la generación de ideas, ordenando los conceptos y dejándolos preparados para ser incorporados en el plan general de marketing de la empresa.


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Product Details
  • ISBN-13: 9781533170231
  • Publisher: Createspace Independent Publishing Platform
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 229 mm
  • No of Pages: 142
  • Series Title: Spanish
  • Sub Title: ¡Define la estrategia de tu empresa!
  • Width: 152 mm
  • ISBN-10: 1533170231
  • Publisher Date: 19 Jun 2016
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 249 gr


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