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How can market research help us to make the best decisions when we are going to start a business venture? Or when we are going to launch a new product or product line? What are the steps and procedures we must follow to conduct market research and make it useful and satisfactory? How do I carry out this study if I am not a specialist? This text presents us with a practical manual that, unlike the typical extensive treatises on the subject, guides us directly and concisely in the application of the market research technique. And in its 2nd part, it presents a set of case studies of companies from seven Latin American countries: Argentina, Brazil, Colombia, Chile, Ecuador, Mexico and Peru. This material is intended to be useful for both the businessman and the professional, who understand that knowledge of the market experiences of other companies is of vital importance for their learning.
Über den Autor / die Autorin
Fernando Burgos Zavaleta hat einen Master-Abschluss in strategischem Management von der U. de Piura und ist Doktorand in Wirtschaftswissenschaften an der U.N.M. de San Marcos. Er verfügt über 15 Jahre Erfahrung in der postgradualen Lehre an der U.N.M. de San Marcos und der U. Continental. Er hatte außerdem leitende Positionen bei IPAE, Toulouse Lautrec, Omnivisión C.A., Movilmax S.A. und anderen inne.
