02364cam a22003014a 4500003000800000005001700008007000300025008004100028020001500069020001800084040001800102041000800120042000800128050002600136082001000162100002800172245006200200250001700262260006100279300004600340504005100386505144200437650002701879650001401906650003301920700003201953856007701985BJBSDDR20230410143246.0ta041214s2006    njua     b    001 0 eng    a0131457578  a9780131457577  aDLCcDLCbspa  aeng  apcc14aHF 5415.13bK87m 200600a658.81 aKotler, Philip, d1931-10aMarketing management /cPhilip Kotler, Kevin Lane Keller.  a12th edition  aUpper Saddle River, NJ :bPearson Prentice Hall,cc2006.  axxxix, 733 [45] p. :bcol. ill. ;c28 cm.  aIncludes bibliographical references and index.  aUnderstanding Marketing ManagementChapter 1 - Defining Marketing for the 21st Century Chapter 2 - Developing Marketing Strategies & Plans Part II. Capturing Marketing Insights Chapter 3 - Gathering Information & Scanning the Environment Chapter 4 - Conducting Marketing Research & Forecasting DemandPart III. Connecting with CustomersChapter 5 - Creating Customer Value, Satisfaction, & Loyalty Chapter 6 - Analyzing Consumer Markets Chapter 7 - Analyzing Business Markets Chapter 8 - Identifying Market Segments & TargetsPart IV. Building Strong BrandsChapter 9 - Creating Brand Equity Chapter 10 - Crafting the Brand Positioning Chapter 11 - Dealing with Competition Part V. Shaping the Market OfferingsChapter 12 - Setting Product Strategy Chapter 13 - Designing & Managing Services Chapter 14 - Developing Pricing Strategies & ProgramsPart VI. Delivering ValueChapter 15 - Designing & Managing Value Networks & Channels Chapter 16 - Managing Retailing, Wholesaling & LogisticsPart VII. Communicating ValueChapter 17 - Designing & Managing Integrated Marketing Communications Chapter 18 - Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Chapter 19 - Managing Personal Communications: Direct Marketing & the Sales ForcePart VIII. Creating Long-Term GrowthChapter 20 - Introducing New Market Offerings Chapter 21 - Tapping into Global Markets Chapter 22 - Managing a Holistic Marketing Organization 0aMarketingxManagement. 4aMarketing 4aAdministración de mercadeo1 aKeller, Kevin Lane, d1956-413Table of contentsuhttp://www.loc.gov/catdir/toc/ecip055/2004029595.html