Dirección de marketing / (Registro nro. 298959)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02077 a2200277 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20221026194916.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 120830t2020 at a|||gr|||| 001 0 spa d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 978607569375 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | EVLG |
| Language of cataloging | spa |
| Description conventions | rda |
| Transcribing agency | ost |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.13 |
| Item number | .I2318 2020 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 237187 |
| Personal name | Iacobucci, Dawn R. |
| Relator term | author |
| 245 10 - TITLE STATEMENT | |
| Title | Dirección de marketing / |
| Statement of responsibility, etc. | Dawn Iacobucci ; traducción María del Pilar Obón León ; revisión técnica Raúl Mejía Estañol [and 7 others]. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | primera edición |
| 264 #1 - | |
| Place of production, publication, distribution, manufacture | Australia : |
| Name of producer, publisher, distributor, manufacturer | CENGAGE, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2020. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xv, 327 pages : |
| Other physical details | illustrations ; |
| Dimensions | 27 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content type code | txt |
| Content type term | text |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media type code | n |
| Media type term | unmediated |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier type code | nc |
| Carrier type term | volume |
| 500 ## - GENERAL NOTE | |
| General note | Translation of: Marketing management. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Parte 1. Estrategia de marketing -- 1.- ¿Por qué es importante la dirección de marketing? -- 2.- Comportamiento del consumidor -- 3.- Segmentación -- 4.- Mercado objetivo -- 5.- Posicionamiento -- Parte 2. Posicionamiento de un producto -- 6.- Productos: bienes y servicios -- 7.- Marcas -- 8.- Nuevos productos e innovación -- Parte 3. Posicionamiento: precio y promoción -- 9.- Fijación de precios -- 10.- Canales de distribución -- 11.- Mensajes publicitarios y comunicaciones de marketing -- 12.- Comunicaciones integradas de marketing y elecciones de medios -- 13.- Medios sociales -- Parte 4. Posicionamiento: evaluación del cliente -- 14.- Satisfacción del cliente y relaciones con el cliente -- 15.- Herramientas de investigación de mercado -- Parte 5. Aplicación del marketing -- 16.- La estrategia de marketing -- 17.- Planes de marketing. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Dirección de marketing presenta, con un lenguaje directo y amigable, los fundamentos de la materia relacionados entre sí a partir de un marco de referencia. Esta obra muestra cómo integrar los diferentes factores que conlleva la construcción de un plan de marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 131165 |
| Topical term or geographic name entry element | Marketing |
| General subdivision | Management. |
| 942 ## - | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Libro |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Biblioteca de Mayagüez | Biblioteca de Mayagüez | Colección General mb | 18/10/2022 | 35 | 66.00 | HF5415.13 .I2318 2020 | 50000003285078 | 18/10/2022 | c. 1 | 66.00 | 18/10/2022 | Libro |