Este trabajo recopila, selecciona y actualiza un conjunto de casos representativos de las asignaturas de Econom�a de la Empresa de la licenciatura de Ciencias Econ�micas y Empresariales y Direcci�n Comercial de la licenciatura de Direcci�n y Administraci�n de Empresas. La obra se estructura en tres partes: An�lisis de la Demanda, Investigaci�n Comercial y Pol�ticas de Marketing-mix. Los autores son miembros del Departamento de Econom�a de la Empresa y Comercializaci�n de la Facultad de Ciencias Econ�micas y Empresariales de la Universidad del Pa�s Vasco. Ambos han realizado su tesis doctoral en el �rea de Comercializaci�n e Investigaci�n de Mercados.

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