Marketing: estratégia e valor, de Sérgio Roberto Dias (Coord.)
DOI:
https://doi.org/10.5585/ijsm.v5i1.107Abstract
Dando seqüência à trilogia iniciada com a obra Gestão de marketing, Sérgio Roberto Dias, em conjunto com outros docentes da Eaesp-FGV, apresenta o segundo dos três livros sobre marketing, cobrindo aspectos importantes tanto para o ensino quanto para a prática na área.A obra também dá continuidade aos textos publicados no início de 1970, nas pioneiras obras sobre marketing da editora da FGV, escritas pelos professores da própria instituição, como os Ensaios de administração mercadológica: antologia de artigos, publicados na Revista ERA, à época, sob a coordenação de Raimar Richers, e Administração mercadológica: princípios e métodos, sob coordenação de Orlando Figueiredo, que tanto contribuíram para o ensino na área.
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