Understanding the challenges companies face is understanding how marketing strategies and market transformations evolve. Strategies do not exist in isolation but are an integral part of a navigation map known as marketing plan. From its formulation to its execution, it requires precise knowledge and strategic thinking to achieve the expected results in an environment full of uncertainty.
This text is aimed at students, professionals, business leaders, and entrepreneurs who have found in marketing a scenario of opportunities to grow a company or for the assertive development of an entrepreneurial initiative. This book will provide the reader with relevant tools that will allow them to formulate strategies and action plans to apply in any business.