Publicación de Resumen Bibliográfico de María Teresa Hernandez

Author: Hulbert James M. Title: Mercadotecnia: Una Perspectiva estrategica Issue: Interamericana de Mexico, S.A de C.V: McGraw-Hill, C1989 Publishing house: McGraw-Hill Country: Mexico Translated to English: Copyright C Mem, by Impact Publishing Company U.S.A Subject: Mercado II Title: Marketing: A strategical viewpoint 1st Edition, page: 215 In first chapters Hulbert  highlight the difference about marketing and others meanings an so conclude getting a concept of marketing that lead toward the business, all by three main contributions; marketing is defined in long term, with a functional viewpoint to develop marketing strategies, is reviewed all a variety of possible options of business, to define how is really a organization led to marketing,  through the mode of taking key decisions, it helps to solve problems or own barriers to define marketing plans that support the execution of marketing strategies. And the latest with no less importance contribution is the importance of existent relationship between corporative and divisional type marketing activities. Hulbert try to find out why no so many companies no understand as is suppose to be, the concept about marketing, be it by faults they commit without desire it or because of not willing to adapt the working ways, process and so on. It must be remain understandable that is made stressed the orientation of the whole company, they could keep going in different departments or functions, management of the company. It was looked over the role of the marketing administrator and specified tasks or main responsibilities: market selection, and its segmentation, the second one the conception about offers to be present to every segment, the thirst one about a marketing manager that must be a strategic person in order to control the offers implementation process,  without neglect the rest of the tasks and without forget the main strategic principles of marketing: selectivity, concentration, differential asset and the integration. Strategies of the business units define the business itself and after study the business strategical direction and designate three key strategical business areas: the product mixture and the market, the vertical integration and innovation and its evolution in throughout time. Is defined market-product strategies and commercial strategies and sales promotions, is developed strategies about distribution, an obvious issue is the highlighting by the author into the content about the need for study of client or final user and the rivalry to attack the market with pressure and positioning. Is stressed the management with the key boost in taking of resolutions to achieve marketing strategies, it give us a training additional to changing marketing, is important be aware and open mind in order to attack external and inner elements in the organizations. Finally, the main feature of companies led to marketing is the recognizing of the fundamental role of the customers to arrive to its goal. “The user or client is the most valuable in the business”. Alumna: Maria Teresa Hernandez