000			01726nam a2200217Ia 4500
001			11403
008			130319s2011 mau 000 0 eng d
020			_a0136102433
082	0	4	_a658.8 _bA7351m 2011
100			_qArmstrong, Gary _eorg
245	1	0	_aMarketing / Gary Armstrong ; Philip Kotler _c
264		0	_aUpper Saddle River, : _bPrentice Hall, _c2011
300			_a325 páginas ; _c23 cm.
336			_atxt
337			_an
338			_anc
504			_aIncludes bibliographical references and index.
505	0		_a1. 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.
650	1	4	_aMERCADOTECNIA
942	0	0	_00 _cBK
999			_c216019 _d216019