{"id":64,"date":"2024-06-18T21:43:58","date_gmt":"2024-06-19T00:43:58","guid":{"rendered":"https:\/\/ici.unq.edu.ar\/?page_id=64"},"modified":"2026-03-16T11:07:00","modified_gmt":"2026-03-16T14:07:00","slug":"tema-13","status":"publish","type":"page","link":"https:\/\/ici.unq.edu.ar\/?page_id=64","title":{"rendered":"Tema 13"},"content":{"rendered":"\n
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Tema 13: Investigaci\u00f3n de mercados<\/h2><\/div>\n\n\n\n
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Conoceremos los principales aspectos de la herramienta de investigaci\u00f3n de mercados internacionales.<\/p>\n<\/div>\n\n\n\n

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[diapositivas]<\/h3><\/div>

Investigaci\u00f3n de mercados<\/p>

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[apuntes]<\/h3><\/div>

Investigaci\u00f3n de mercados<\/p>

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Bibliograf\u00eda recomendada<\/h6><\/div>\n\n\n\n
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<\/a><\/path><\/svg><\/span>Canals, Jordi (1994), La internacionalizaci\u00f3n de la empresa<\/em>, McGraw-Hill\/Interamericana de Espa\u00f1a.<\/span><\/div>\n\n\n\n
<\/a><\/path><\/svg><\/span>Cateora, Phillip R. y Graham, John L. (1996), Marketing Internacional<\/em>, Irwin – McGraw Hill, D\u00e9cima Edici\u00f3n. Parte 1.<\/span><\/div>\n\n\n\n
<\/a><\/path><\/svg><\/span>Cateora, Phillip R. y Graham, John L. (1996), Marketing Internacional, Irwin – McGraw Hill, D\u00e9cima Edici\u00f3n. Parte 2.<\/span><\/div>\n\n\n\n
<\/a><\/path><\/svg><\/span>Kotler, Philip (1996), Direcci\u00f3n de Mercadotecnia, Prentice Hall, Octava Edici\u00f3n, M\u00e9xico.<\/span><\/div>\n\n\n\n
<\/a><\/path><\/svg><\/span>Kotler, Philip y Keller, Kevin (2012), Direcci\u00f3n de Marketing, Pearson Educaci\u00f3n, Decimocuarta Edici\u00f3n, M\u00e9xico.<\/span><\/div>\n\n\n\n
<\/a><\/path><\/svg><\/span>Santesmases Mestre, M., S\u00e1nchez Guzm\u00e1n, A., & Valderrey Villar, F. (2014). Fundamentos de Mercadotecnia. M\u00e9xico: Grupo Editorial Patria.<\/span><\/div>\n<\/div><\/div>\n\n\n\n
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Contenido adicional<\/h6><\/div>\n\n\n\n
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<\/a><\/path><\/svg><\/span>Compilaci\u00f3n de casos para aprender Investigaci\u00f3n de Mercados (por Roberto P\u00e9rez Llanes)<\/span><\/div>\n<\/div><\/div>\n\n\n\n
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La investigaci\u00f3n de mercado al estilo PEPSI<\/strong><\/div><\/div>\n\n\n\n
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