Marketing / Gary Armstrong ; Philip Kotler
Productor: Upper Saddle River, : Prentice Hall, 2011Descripción: 325 páginas ; 23 cmTipo de contenido:- texto
- no mediado
- volumen
- 0136102433
- 658.8 A7351m 2011
| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Fecha de vencimiento | Código de barras | Reserva de ítems | |
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Libro
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Sede Ambato Sala general | Col General | 658.8 A7351m 2011 (Navegar estantería(Abre debajo)) | Ej.1 | Disponible | AMB050877 |
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Includes bibliographical references and index.
1. Defining marketing and the marketing process.-- 2. Marketing Creating and capturing customer value.-- 3. Company and marketing strategy Partnering to build customer relationships.-- 4. Understanding the marketplace and consumers.-- 5. Analyzing the marketing environment.-- 6. Managing marketing information to gain customer insights.-- 7. Understanding consumer and business buyer behavior.-- 8. Designing a customer-driven strategy and mix Customer driven marketing strategy Creating value for target customers.-- 9. Products, services, and brands: Building customer value.-- 10. Developing new products and managing the product life-cycle.-- 11. Pricing : Understanding and capturing customer value.-- 12. Marketing channels : Delivering customer value.-- 13. Retailing and wholesaling.-- 14. Communicating customer value : Advertising and public relations.-- 15. Personal selling and sales promotion.-- 16. Direct and online marketing : Building direct customer relationships.-- 17. Extending marketing.-- 18. The global marketplace.-- 19. Sustainable marketing.-- 20. Social responsibility and ethics.
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