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Distribución
Villanueva, Julian; Iniesta, Francisco; Muñoz-Cobo D.Technical Note MN-368MarketingAl lanzar un nuevo producto al mercado o cuando se está diseñando el plan comercial, la estrategia de distribución es de vital importancia. Los entornos cambian al aparecer nuevos competidores, nuevos canales o nuevas demandas de los consumidores. En esta nota se analizan las tendencias en los canales de distribución, las cuestiones a tener en cuenta en su diseño y, finalmente, la gestión.Starting at €8.20
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Distribution
Villanueva, Julian; Iniesta, Francisco; Muñoz-Cobo D.Technical Note MN-368-EMarketingDistribution strategy is vitally important when launching a new product or designing a marketing plan. Environments change as new competitors, new channels or new consumer demands emerge. In this note we analyze trends in distribution channels, issues of channel design, and channel management.Starting at €8.20
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Steps in Value Pricing
García Pont, Carlos; Iniesta, FranciscoTechnical Note MN-340-EMarketingThe note deals with the basic criteria for setting prices in competitive environments. It underlines three key kinds of data that are needed to set a price: financial data, customer data and competitive data. It explains how each of these dimensions affects price.Starting at €8.20