Marketing Estrategico Resumen Libro Completo

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m mm m m  m m   m   m m  m m m

 m mm  m m  m  m  
m

mmmmmmm m m  m  m m !m mm 
m  m m mmmmm mm mm m mm m  mm  m m  
m mmmmmm"m  m  mm  m mmmmm m  mm m mmm m
mm  m m  m mmmmm  
m"m  mm m   m   mm  mmm  mmm m m   mm   m# 
m mmmmmm$ mm m#mm  m m  m mmmmmm%m&  m mmm m m !mm m#m m  m   m m !m mmmmmm%mm m#m mm   !m mmmmmm%mm m#m mmm m mm m m m m m  mm m   !m mmmmmm%mm m  m m m m m  m  m'
m m m  m m m  
m m m  m mm mm m  m  mmm m !m(m m  !m  mmmmm m m   m  mm m mm  mm(  m 
m"m  m m mmm m mmm 
m

m "m m m mm  m  m  m m m#mm  m ) m   mmmm m m m m   m  m #m m m m m *m m  m m  
m m

+mm m m  m) !m  !m !m mm
m

m

$  m mm m m mm m m 
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$ m mmm m m mm mm
m

m m  m  m  mm m m m "m m  !mm ,'m(mm mmm m m m m !m m  mm m m   m mm ,'m  m  m m  mm m*m!mm m m   m m 
m m "mm m m-m. m  m m
m m m ,'m mm mmm m  mm  m m  
m m m m m mm  m m 
m m m m mm mmm mmmm m 
m . m# m#*m mm   m m  
m m "m m  m . m  mm  m mm  
m m ,'m   m mm  m mm  mm m mm m mmm  m mmm m m  
m m  m  m mmm
m

. m mmm m mm m m!m mm   m
m . m m m  mm  m mm  
m m /
m" m m  m m m "m  m#mmm m m m  m m m mmm !mmm mmm  
m m"m m mmmm mmm"m m mm  mm mm mm mmmm m m 'm mmm 'm  m mmm m m 
m. m m mm  mm m mm m
m m m"m m mmm m m mmm"m  m# #m m  mmmmm m'm m  m*0m m m !mmmm  mmm m m m m  mmm m mmm m mm mm m  mmm mm  m 'm
m"m m m m  mm m  m  mm mm*
m m m"m m mm  m m mmm !m *m mm m m mm  m mm mm mm  !m 'm m mm m !mm m m mm m m mm m m  mm m  mm  !mm mmm  m mm  mmm m  m
m m 1
m$ m m  m m

m "m m m  m m m  mm m#m m  mmmm mm   m mm mm(  m 
m m m mm m m m mmm2mm mmm  m#m m  m#m m 
m2mm  m

m  m m m m m mm m mm  m m  m
m "m m  mm mm(  m m   ,m 
m m m"m m m  mm m mmm3m  m  m mm mm  m m m)"m m mm  mm m mmm  m mm!mm *mmm m m m    mmm  mm m)#m mmm   mmm m mm m m  mm mm(  m m   ,m mm m m  mm mm m mm)  m
m m 4
m"mm  m m mmmmmmm 0 mm  m mm m#   mm mmmm m m

 !m m m ,m mm!m m mm mm  !m m ( mm mmm   mm mm m  m
m m m56*m mmm*7m m mmm"mmm mmm mm  !mm m mm    m mmm  
m m m8  m mmm*m

m mmmmm m mm mmmmm  
m9m m m  m m  m mmm m mm
m m :
mmm m m  m m m56*m mm7m m mmm$m m mm m mmm  mmm 0  m m 
m mmm+mm  m m  !mm m m(  m mmm mmm m 
m m  m m  m  m  m m mmm  m m  m mm m 0  m  mm m m  !mm  mm  m mm 0  m m  mm mm mm
m m mmmm mm m (  m mmm  mm mmmm%m"m # !m m m mmm   mmmm   mm mm   m mm m   ,!m mmmm%m2(m(m mm  mmm  m mm  m m mm m m (m m   ,!m mmmm%m$  mm m mmm  mmmm m m m m m  mm !m mmmm%m; m  mm  mm  mm m mmmm m m  mm  m  mm (  !m mmmm%m mmmmmm  m m 
m m  m mm m m mmmm mmm m mm m mmmm ,'!m m mm mm m m   mmm (  m m m mm  !m m m  m m  
m mmmm m *m m   m m m  m   m m  m mm  ,'!m m *m m  mm mm m  
m m /
mm+ m *m mm ,'m m mmm$m m4mm   m mmmm%m mm m mm !m mmmm%m> mm!m mmmm%m"  m(  m  !m mmmm%m.  m  mmm m(  
m mmm> m mmm mm mm m  mmmm m m  'm m m  
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m m m> m mmm m mmm>m   mm m   m 0 mmm m mm mm m

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m+m  m mmm  m mmmm m ;?>m) !m !m  mm  
m m m?(  m m  m m mmm>mm(  m m m mmm =mm mm m m m m m  m m

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m *mm m  mm m mm m 
m m m+  mm (m  m m mmm"m  m mm  m mmm m mmm m  m    mm*mm *mmm m  mm  m ,'
m

mmm@ (m  m m 'm mm mm m m m=m m    mmm mm mm   
m m m m mm m m m m mmm m m m mm m mm  mmm mm  m mm   m m  
m mmmm m m m  m  mmm mmm m m  mm m 
m m m m m  m m mmm"mm m mm!mm  m m m m mm m   !mmm 
m"m m  m  m  
m m 4
mm+ mm m  m m mmm3mmm m  m mm m m mm  m m m   m m m,m mm mmmm 
m. mm mm m 
m m m+mm  m m mmmm m m  mmmm m  mm  mm  mm m m

 m m m mm mm(  m  'm m m  m,!m ,mm  m#m m#  m m mmmm m m  m)  mm m m  m m  !m mm*m m  m m  m   m  !m m # m m   mm m mm m m  
m m m$ m m m   m

m mmmm m 0m mmmm m  m    m mmm mm  
m"mm  m (  m) m  mm m 0mm  m m!m m mm !m(  m)m m  'm mm mm *m m  !m m  m mmm m m*!m  m) mm4m+!m !m m m ) m !mmmm m m mm !mm m mmm   m mmm m  !m m) m m   mm  m m

 mm   m m 
m m :
mm>m  m m m m m3m *m m m)3"m m mmm$m mm m  mm mm  m m   !m   m mm m m  mmm = m m mm mmm m  
m$mm m m m m m3"!mmm 'mm  m mm m   m   !m  mm m m !m  mmm   mm  mmmm m (  mmm m m  m
m m mm  m m8m$mAm m mmm3m mmm3"m mmm mmm m m m m m mm   mmmm m   m mmm m mmm 
m  m m  m mm 'm mmm" m m m m m mmmm m   
m  m  m m

 m m  
m mmm@m m   m  mmm m m mm  m m mm 
m .m  m m  m   mmm m m m  mmm mm   
m mmm&  m  mmm m m m mmm m   m mm 
mm  mm mm m m m mm mmm (m  m m  m mm mm  
m

mmm+ m  mmm m m mm m mmm(mm m   
m m  m m  mm 0  mmm  m  mm ' mm mm   mm (m  mm  mm m m 
m m m m m m mA  m" m m mmm. mm mm m m m m m)m m   !m ,!mm m !m = mmm m   !m m !m   m m!m 
!mmmm m  m)m m m !m  m mm (m  !m m m mm  !m m m!m 

m mmm" m m m  m m mmmm m mmmm  m mm 
m. m   m  m m  m  mm m
m mmm" m m m mm     m mmm m mmmm   mmmm m m 
m mmm" m m #mm mmmmmm  #m mm
mm  m m m  m mm mmmm 0  mm m m  
m mmm" m m mm m  #!m mm  m #mmmmmm  m  
m m m m m  m *m m+ m m mmm9m m  m   m m m  m mm m)m m  mmm m  !m  mm)mm   m m m m=m mm m mm   m)  m mm m m 
m m m m m   m mmm m m mmm"m  m  mm m m  m m m m)  m mm mmm mm m m  m mmm mm m !m m m )  mmm mmm m m mm mm m ) m mmm  m m m *m 
m

m  m m mm mm m m m m mmm+mm m m  mm m mmm m   m m
mm  m  m m m m   mm mmm  'm m  
m m m  m m* m m m mmm;m m m(  mm  m m 0 m m m !m  m  m   mm  m mmm m mm mm  
m mmm& m m mm m m 0 m m ( m!m mm m !m  mmmm
m mmm+ m m m  m m m m mmm  m m  mmm  m   m m  m  m  m m   m m(m m   
m mmm+ m m m mm m m m m m mm ,'m m m m  m  
m mmm+m m m mmmm mm m m mmm mm    m m mm m  'mmmm ,'
m mmm+m m m  mm m m mm m mm mm   m  m mm m  '!m m m m mmm m  m   m  
m m m*mmmm m m mmm+mm mmmm    m mmmm%m9 mmm mm m  m   !m mmmm%m   m m m m m mm!m mmmm%m mmm m m m  mm  mm m m!m

mmmm%m+mm m mm m m
m mmmm%m+mm mmmm   m mmmm%m?  m m m  m m mm mm m  m mm ,'!m mmmm%m&m   mm  mmm
m m mmm> m mm m m m$ m m   m  mmm m m m m mm mm mmmm m mm  mmm m m 
m+m m #m m  mm mm m mm mm ' 
m mmm*m m  m m m mmm !m m m m   m m mm m m   mmm m  
m mmm> m m m mm    m m *m 
m2  m m m mmm   m m
m mmm" m mm  m m m m m  mmm  m m  m m m  m m  m mm!mm   m !m m m m
m mmm+ m m mmm  m  mm mm mm  m  m !m

 mm mm mm m mm m m 
m mmm> m m m  m mm mm mm m m mm  m m  mmm  m m m m,m mmm  m m mm,m     
m mmm> m m  m *m 'm mm m m  m m m m  mm  mmm m  mm' m m m 
m mmm+m mm  m m m m m mm   m mmm   m     mmm m m m mm m 
m mmmBm mm (  m m m m m mmm m (  m m mm m 
m mmm*m m*m mm mmm  m m !m mm mmm m 0 m =m m m mm mm mCm *!mmm  mm  m m m  mm m m m mm  mm m 
m  & '#"  ("  #  m


mm  m mm m m m m mmm; m mmm  m m mm mmmm%m+ m   mm  m  m mm  m mm m   m  m 
m mmmm%m m m 0
m mmmm%m$m mm  mmmm!mm  m  m m m
m mmmm%m"0  m   mm m mm  
m m m56*m mm m m 7m m mmmm m m m mm !m  mm m mm m  mmm  mm m m m m m m  m  '
m mmmm m m m    m mm m m m m  m m  m  !m  mm m m  & "   % ## #     m
mm+ m  m mm mm mm m m m mmm m mm m  mm  m m  m ,mm m m  m m 
m mmm"mmm m m m  m m m m m  !mm mm)m 'm  m mmmm m m*mm mm m  mm mm  m 
m m /
mm.  m m m m

mmm"m m m m m m m m mm mm mm  m mm m  ,!m  m m mm  m m   mmm m ( m mm m m   m mm 
m m m8  m mm  m m m m mmmm  m m m  m mm 
m$m mm (  m   m (mm (m m  mm# mm m   m mm m) m m #mmm 
m m m$ m mm m  m m mmm"m m mm  m#m m m  mmmm mm  m  m m  
m "m  m m m  m m  mm *m mm m m m  !mmm m ' mmm  m   
m3m  m#m m mm m mm m  m  
m3m ,'m  'm  mm  m)  mmmm   mm  'm'm mm)(
m m m m m  m mm m  m m mmmm  m m m  mm  mmmm mmmm mm  m  m   mm mmm m) m m  
mmm   mm  m !m mm m m m  mm   mm m mm  !mm  mm mm# mm
m9mm mm m  mmm m m mm
m m 1
mm.  m m m m  m m mmm+ m m m m mm  m m  m m  ,m =mm  'm  !m  !m mm m   m m 
m"m    m m mm m  m mmm 'm  !mmmmm   m=m m  mmm m '
mm m 'm m m (m#m

 m mm m mm m mm m !mmm  m#m m m m m mm mm m m  mm  
m  m  mm   m  mm  '
mm#m m m(mm 'm m= mm m mm m m mm  '
m m m.  m  m m mmmmm m mmm mmm  mmm 0 m m

 m mm m m  m mm  m m  mm  mm  m  !m  mm   m m !m m#m  m  m  mm  
m mmmm  m  m  m#  m =mmm mmmm 
m mmm> m 'm m  mmmm mmm m:Dm m# mm mm m ' m DDm 
m.m m m mmmm mm m mmm   m mm'  m  
m+ mmm#m m m m m m mmm    mmm  mm mmm'
m mmm> m 'm m m  mm mmm m m m m# 
m mmm> m 'm mm mm m mm mmmm m  m 'm m 
m mmm"m   mm  m  m  mm m mm mm m #m mmm  m m m mm m#mm
mm  m m  m   m mm m mm 
mm m m m m mm m  m#mmm#m (mm# m m m m mm !mmmmm m  !m m m m m m  mm  mm   m m m m 
m mmm+E&Fm' m mm m m mmF&+m)m
m m m.  m  m m mmmmm mmmm m mm m=mm  m m m m #m 
m mmm+ m mmm m:mmm m   
m

mmm m mm,m)m#m /m,!m m m   !m m m m m)  m1:m m:Dm,!m m m m m  m:Dmmm  m  m mm  mm m-m$ m mmm mmmm%m.  m m mmmm%m> mmm 'm mmmm%m$m m 'm mmmm%m+ m mmmm%m@ m mm 'm mmmm%m.  m m mmmm%m> m mm m mmmm%m+ m m m mmmm%m m mm mmmm%m  m mmm"mm mm m mm m m m m   ,m  m mm mm m   ,m mm m m
m+mmmm  m m

 mm  m  m m mm m  m mm  mm mm  m  m   m m
m mmmm m m mm m m mmmmm m  m  m m  
m"mm   m m mm m m m m  m  mm !mm m m m m( m  mmm # mmm m mm  m mm m m 
m m /
mm& mm  m m m

m mmm"m m mm m m  m  mmmm  m m m m

 m mm m   m mmm  
m mmm"m m m mm  mmmm !m mm  m m mm    m m m mm
m m 1
mm; m mm mm m m& m m m mmmmm mm  (m m' mm m mmm mm m m   m m  m m    mm  m m   m# 
m mmm" mm m m m m m m   m m m  m m m m#m mm m m m !mm mm m mmm !mm m mm  0m  mm  mm !mm#m mm mmm( mm m # mm  m m  (mm   
m m m& m mmm m mmmmmmm m mmm m  m m m   m m m m m m mmm     mmm  m
m m m; m mmm mm m mmmm mm mmm m mm !m   mmm  m m m = 
mm mmm mm !mm mmm   mm m m 
m. m m  m   m  mm m  mm   m m !mm  mm m m  m   m mm m m  
m m

m& m mmm m   m m mmm.mm m m m m m m !m  mm!mmm #m m   m m    m m   m mm
m m m& m mm mm mm m  m m mmmm m m m m m    m   mm  mm m !m m mm  m m mm m  mm m m m mm m  '
m mmmmm m  m  mmmm m m mmm  m   
m m 4
mm; mm m m m mm mm m mmm3m  m mm  mm   m  m mm mm mmmm 
mm   m  m m mmm m mm m mm m m
m mmmB 'm m   m mIm!m m !m m !m m  !m m   
m mmmm m  m m m  m    m mm  m =m mmmm m m m* m (m mm 
m m m+  m m mmm"m m m m !m mmmmmm mm ' m  mm  mm 
m   m m( mm mm 0  m  
m mmm> m   mm  mm ' m mm m mm m 
m

mmmm   mmm m mm m mmm  mm 0  mmmm m m   mm *!m mm mm !m mm m  mm(mmm m
m mmmE  m   m   mmm m mm m# m 
m m m>  ( m m mmm"m m m m   m  m mm  mmm 0  
m mmm2 'm m '   m m  ( m m  mmm m m m=m ' m  m mm mmm m m mm mm  m mm m m mmm 
m mmmm m   mm m  ( mmm m)  m mm 0 m m    m m m( m m mm !m ' m  m) , m   m m    m m   m mm m  !m  !m    m) mmm  m    mmm   m m m  m   !mmmmm 
m $m m  m m m# !m m'm  m mm mmm mm   
m m m+ m m mmm"mmm mm m m m m mm  m 
mm m m m m m m m) mm m m !m #m m m !m m  m) mm !mm  m#mm m !mm mm) m$ m mm  mmm  m   m m m  mmmm#mm m  
m mmm"m mm  m mm m m mm mm  
m+  m m m) m m mm m) mm'm 
m m m> m m mmm"mm m mm  m mm( mmm m m( m mm m   m mm  
mm mm !m  mm( !m  m m m  !mm  mm m  mm    
m

m :
mm; m m m mmm.m  m  m mm m   m m mm m m mm    m m m$ m mm  mm m m m mmmm  m m  m  m m mmm m5 m*m  m mm m  mm !mm !m m'mmm#7!m56*m m  m mm m m mm # #mmm   7!m5 m m m mm mm  mm mm  m m7m m m m# mm mm  m m   m'mmm m mmm"m   m'm m !m !m mm!m= !m mm m mm  m m m  m m mm m 
m m m$ m mm  m m mm m m mmm2( m m*mm ( 
m m m+m*m mm  m m(  m mm m m mmm$ m m(  m mm m m  m# mm m m m  
m m m$ m m m mm  m m m  m

m mmm"m m m  m m mm  m m m mm 
m m  &  !" % #   m
mm"mm mm m mmm3mm mm(m mm m m !m m m  mmm  !m!m mmm !m(mmm  mmm m m  
m m /
mm$ m mmm m mmmmm  m mm m  m m m) m mmm m   mm mm mmmm  m) m mmm mm m mmm m mm!mm mm m  m m mm 
mm  m m  m m  m m m  m m  !m  m m !m  m m  mm   mm!mmm  m mmmm  m m  m m m  m !m

  mm m m!m !m m mm m m 
m mmm8  m m  mmm m mm m m m m m m mm m !mm m m  mmm   m ' m)"(
mmm !m !m 

m"m  m  m  mm(m m!mmm  mmm  mm   m(m mm 
m mmm8  m m m mmm m mm m  m mmm   mmm!m mm m !m m m m m mm)"(
mm m !m

  !m 

mm# m m mm mm m mm  m mmm  m mm  m  m mmmm m m m  !mm mm   m mmm m #m 
m mmm8  m m  m mmm mm mmm  m  mmm    m m mm  m mm m #m mm   mm mm m   m)"(
m m m!m m!m 

m

mmm8  mmm mmm m m 'm m mm mm mmm  m m m mm  m m  m  m)"(
m mm m mm#m mmm m  !mmm m m !m 

m mmm m mmm  m m m m   m m m mmm m  m m m mmm m m   
mA    mm m m(mmm m mm !m m m mm m  m m m  m) m m mm.!mm  m  m  m   mm  m m mmmmmm

' m m  (m'!m mm mmm mm  mmmmmm m  m  mmmmm m m  mm mmm 
m mmm  mm m mm m   m m m mm  m  mm m  !m m m mm m  m m m)"(
m  mmm
mm  m m  m mm m m mm m m  m mm m 
m mmm& mmmm m m m m m m  !mmm  m mm ,'m)"(
m m mm
m& m   m mm m m   m mm m m m  mm  m)m> mm  mm  m mmm 
m. m   m #m  m mm *m mm 
m mmm"m mmmm m m  mm m  mm m m m mm   m mm  
mm (  mm m m mm m m  m ) mmm!m   m mmm m 
m mmm. m m mmm  m m m m  mmm(m m!m mm m mmm m# #m m mmm  m mm  mm m m m  mm  m)"(
m  m m!m  !m  mmm 
m m 1
mm& m mm m mmm m m  m m   m m mmmmmmmmm m !m m#'mm  m mmm mmm

  mm mmm mm ,'
m m mm   m mm  m m

mmm$mm m m !mm m   mm m mmmm mmm mm m   
m> !m m=m  m  m  mm  m m mm  ( 
mmm m m mm    m !m m mmm  mm  
m m m>m' m mm m mmmm m m mmm mmm mmm   m mm mm 0 !mm m  m   mmm m m m  !mmm m m=m m m m m m  mm(m m m mmm 
m m 4
mm m mm m m m56*m mmmJ K7m m mmm9m m 'mm mm m m%m+m mm    m  m) mm m  
m.mm m  mm  m mm#mm m#m#
m m%mm  m mm   m   m mmm m mmmm !m mmmmm  m)  m m m m m mm
m m%mmm m m mm m mm  !mm'm m m 
m mmm"m# #m m mm m m mmm    m m mm m m m 
m m m" m mm m m mmm"mm m m m mmmm m m  m m mm   , m mm m  mm m mm m  
m"m m mm mm *m'mm m m m mm mmm m 
m m

mm"m m m m m m m%mA  m m m mm m mm#m m , mm m m   m  m m m mm mmmm  
mm  mmm (m  mm  m  m mm 
m m%m.  m m m m =mm mm   m  m   m m 
m m%m> m mm  m  m mm 'm m!m  mm  m m !mm   mmm m m!m   mm mm  mmmm mm m m m m
m m%m$ m mmm m m) m!mmm  m*mm    mm   m# m mmm
m m%m+ m m mmmm  !mm  m m mmm  mm mm m m m m m mm 
m mmm"m m  m m !m mm m mmm m mm  ,m m  
m m%m$  m m mm  m m m m mm m mmm

 mmm 
m m m$ m m m m mmm m m mmmm  m m  mm mm mm mmmmm m%m  m# m  m m m 
m m%m"mm#m m m m m m 
m m%m"mm  m m  mmm m   
m m%m"mm  m (m mmm m m  m mm ,'
m m m$ m m  m m mm mm m mmmm  m   m mmm m  m mm mmm m m m mm   m mmmm  mm!m m *m#m m

  mm m m m(mm m !m m mm m  m#m m  m 'mm m  m m
m m :
mm>mmm mm m m mmm"m m mm m m(m m  m  m mm m m m m m m 
m mmmmm mm mm m m m m m mmm m mm m m m mmmmm m 
m m m"m m m mm m m%m$  m m m m mmmm 
m m%m& *m mm m  mm mm mmm 
m m%m" m m m( mm (mm  (m m
m m%m+ m m mmm mm=m 
m m%m>m m m  m mm m m m' 
m m%m$ m m mmm m m mm m m 
m m m$ 'm m m m m%m&  mm  mm  m mm m mm mmm m mm m 
m2  mm m m(  !mm  mm mm mmmm (mm  
m m%m> m  m mm mm *m mm  m m m  m m m mm  
m2  mmm  m m mm m
m A m mm  m mm mm)'  m m
m m%m'm mm m m  0 m m mm mm m mm#m mm m m m
m

m%m'm'mm m  m *m m   mmm mm #m mm m  mmm mm mm 
m m%mE mm  m m  mmmm mmm= m mmm  
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