Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
From Local Identity to Strategic Positioning

From Local Identity to Strategic Positioning

Yaima Perez, Jaihson

Paperback

Marketing

ISBN10: 6209818501
ISBN13: 9786209818509
Publisher: Our Knowledge Publishing
Published: Apr 17 2026
Pages: 72
Weight: 0.24
Height: 0.17 Width: 6.00 Depth: 9.00
Language: English
In an increasingly competitive business environment, communication and corporate image have become strategic factors for the positioning and sustainability of organizations. However, when these elements are not properly managed, they can generate negative perceptions that affect not only a company, but an entire industry. This book presents a strategic marketing model oriented to the development of corporate image in the pharmaceutical industry, based on an applied study conducted at Laboratorios Elmor, S.A. Using a descriptive and field-based approach, the research analyzes how communication, organizational response speed and brand consistency directly influence corporate positioning. The study is based on data obtained from clients and collaborators in the sector, using validated instruments with high levels of reliability, and is structured in three fundamental phases: diagnosis, identification of opportunities and design of the strategic model. The results show relevant weaknesses in the companies' capacity to adapt to changing environments.

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