Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners

• Autores: Asociación Nacional de Anunciantes (ANDA), Universidad Peruana de Ciencias Aplicadas (UPC)
• Formato: libro
• Fecha de Publicación: 2015
• Institución: Universidad Peruana de Ciencias Aplicadas
• Repositorio: UPC-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorioacademico.upc.edu.pe:10757/608311
• Enlace del recurso: http://hdl.handle.net/10757/608311
• Nivel de acceso: acceso abierto
• Materia: Marketing; Marketing strategies; Commercial companies; Creativity; Advertising campaigns; Advertising awards; Case studies; Peru

This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each year, some of the new ANDA Awards winning cases. Hence, students, professionals and entrepreneurs will be able to see, in concrete terms, how to achieve effectiveness and excellent business results through innovative strategies based on the fields of marketing and communications. Seven 2015 ANDA Awards winning cases are included in this first book. The selection process considered those cases whose whole campaign was based on the implementation of research-based and insight strategies closely associated with marketing practices.