| 000 | 02619cam a22003494a 4500 | ||
|---|---|---|---|
| 999 |
_c98263 _d98263 |
||
| 003 | BJBSDDR | ||
| 005 | 20230410143246.0 | ||
| 007 | ta | ||
| 008 | 041214s2006 njua b 001 0 eng | ||
| 020 | _a0131457578 | ||
| 020 | _a9780131457577 | ||
| 040 |
_aDLC _cDLC _bspa |
||
| 041 | _aeng | ||
| 042 | _apcc | ||
| 050 | 1 | 4 |
_aHF 5415.13 _bK87m 2006 |
| 082 | 0 | 0 | _a658.8 |
| 100 | 1 |
_aKotler, Philip, _d1931- |
|
| 245 | 1 | 0 |
_aMarketing management / _cPhilip Kotler, Kevin Lane Keller. |
| 250 | _a12th edition | ||
| 260 |
_aUpper Saddle River, NJ : _bPearson Prentice Hall, _cc2006. |
||
| 300 |
_axxxix, 733 [45] p. : _bcol. ill. ; _c28 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | _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 | ||
| 650 | 0 |
_aMarketing _xManagement. |
|
| 650 | 4 |
_aMarketing _913274 |
|
| 650 | 4 |
_aAdministración de mercadeo _9799 |
|
| 700 | 1 |
_aKeller, Kevin Lane, _d1956- _921614 |
|
| 856 | 4 | 1 |
_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip055/2004029595.html |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2lcc _cBK |
||