TY  - BOOK
AU  - 
TI  - Marketing  / Gary Armstrong ; Philip Kotler
SN  - 0136102433
U1  - 658.8 
PY  - 2011///
CY  - Upper Saddle River, : 
PB  - Prentice Hall, 
KW  - MERCADOTECNIA
N1  - 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
ER  -