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Start-Up Doc

Build your own communicative marketing plan

Summary of the report

This report describes all different criteria to build market segmentation, some positioning strategies and methodology to develop a communicative marketing plan.

More Start-Up Docs
Design your own market research tools

This report shows you different classifications for information sources, research tools and recommendations on their use for small businesses.


Although we usually don't remember, it is very likely that we have heard several times about the word benchmarking. This report aims to introduce you to this marketing instrument, which increasingly more companies use to enhance their competitiveness.

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  • Kotler, Philip ┐Mercadotecnia┐. 6║ Ediciˇn (con Gary Armstrong). Prentice Hall
  • Bassat, Ll. (1999) ┐El libro rojo de la publicidad┐ Espasa Calpe
  • Lambin, Jean Jacques (1997) ┐Marketing EstratÚgico┐ , Madrid : McGraw-Hill.