¡QUE BUENA LECHE!

Descripción del Articulo

This case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that...

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Detalles Bibliográficos
Autor: Gastañaduy, Alfonso
Formato: artículo
Fecha de Publicación:1996
Institución:Universidad ESAN
Repositorio:Revistas - Universidad ESAN
Lenguaje:inglés
OAI Identifier:oai:ojs.pkp.sfu.ca:article/485
Enlace del recurso:https://revistas.esan.edu.pe/index.php/jefas/article/view/485
Nivel de acceso:acceso abierto
Materia:business strategy
marketing approach
market opportunities
market information
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repository_id_str .
spelling ¡QUE BUENA LECHE!Gastañaduy, Alfonsobusiness strategymarketing approachmarket opportunitiesmarket informationThis case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that "rests on its laurels" and that of an aggressive, dynamic company with a clear strategic marketing focus. He recommends also discussing the use of market opportunities that are sometimes so obvious that they are not "seen", and the importance of using market information to optimize decisions.Universidad ESAN1996-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfhttps://revistas.esan.edu.pe/index.php/jefas/article/view/485Journal of Economics, Finance and Administrative Science; Vol. 3 No. 6 (1995): July - December (Cuadernos de difusión); 89-97Journal of Economics, Finance and Administrative Science; Vol. 3 Núm. 6 (1995): July - December (Cuadernos de difusión); 89-972218-06482077-1886reponame:Revistas - Universidad ESANinstname:Universidad ESANinstacron:ESANenghttps://revistas.esan.edu.pe/index.php/jefas/article/view/485/428Copyright (c) 2021 Journal of Economics, Finance and Administrative Sciencehttps://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/4852021-09-23T23:36:20Z
dc.title.none.fl_str_mv ¡QUE BUENA LECHE!
title ¡QUE BUENA LECHE!
spellingShingle ¡QUE BUENA LECHE!
Gastañaduy, Alfonso
business strategy
marketing approach
market opportunities
market information
title_short ¡QUE BUENA LECHE!
title_full ¡QUE BUENA LECHE!
title_fullStr ¡QUE BUENA LECHE!
title_full_unstemmed ¡QUE BUENA LECHE!
title_sort ¡QUE BUENA LECHE!
dc.creator.none.fl_str_mv Gastañaduy, Alfonso
author Gastañaduy, Alfonso
author_facet Gastañaduy, Alfonso
author_role author
dc.subject.none.fl_str_mv business strategy
marketing approach
market opportunities
market information
topic business strategy
marketing approach
market opportunities
market information
description This case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that "rests on its laurels" and that of an aggressive, dynamic company with a clear strategic marketing focus. He recommends also discussing the use of market opportunities that are sometimes so obvious that they are not "seen", and the importance of using market information to optimize decisions.
publishDate 1996
dc.date.none.fl_str_mv 1996-12-30
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.esan.edu.pe/index.php/jefas/article/view/485
url https://revistas.esan.edu.pe/index.php/jefas/article/view/485
dc.language.none.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://revistas.esan.edu.pe/index.php/jefas/article/view/485/428
dc.rights.none.fl_str_mv Copyright (c) 2021 Journal of Economics, Finance and Administrative Science
https://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Journal of Economics, Finance and Administrative Science
https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad ESAN
publisher.none.fl_str_mv Universidad ESAN
dc.source.none.fl_str_mv Journal of Economics, Finance and Administrative Science; Vol. 3 No. 6 (1995): July - December (Cuadernos de difusión); 89-97
Journal of Economics, Finance and Administrative Science; Vol. 3 Núm. 6 (1995): July - December (Cuadernos de difusión); 89-97
2218-0648
2077-1886
reponame:Revistas - Universidad ESAN
instname:Universidad ESAN
instacron:ESAN
instname_str Universidad ESAN
instacron_str ESAN
institution ESAN
reponame_str Revistas - Universidad ESAN
collection Revistas - Universidad ESAN
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 13.475187
¡QUE BUENA LECHE!
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