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Marketing Michael J. Etzel, Bruce J. Walker, William J. Stanton.
Series McGraw-Hill series in marketingDetalles de publicación: New York McGraw-Hill c1997.Edición: 11th edDescripción: 1 v. (various pagings) col. ill. 26 cmISBN:- 0070189544 (paper)
- 658.8 20
- HF5415 .S745 1997
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 E85m 1997 (Navegar estantería(Abre debajo)) | Disponible | 80000001898793 |
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Descripciones mejoradas de Syndetics:
This textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers relationship marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and the World Wide Web. Case studies include rivalries such as Coke versus Pepsi.
Rev. ed. of: Fundamentals of marketing / William J. Stanton, Michael J. Etzel, Bruce J. Walker. 10th ed. c1994.
Includes bibliographical references and indexes.
Tabla de contenidos provista por Syndetics
- Part 1 The Nature and Scope of Marketing
- Chp.1 The Field of Marketing
- Chp.2 The Dynamic Marketing Environment
- Chp.3 Global Markets and Marketing
- Part 2 Target Markets
- Chp.4 Consumer Markets and Buying Behavior
- Chp.5 Business Markets and Business Buying Behavior
- Chp.6 Market Segmentation, Targeting, and Positioning
- Chp.7 Marketing Research and Market Information
- Part 3 Product
- Chp.8 Product Planning and Development
- Chp.9 Product-Mix Strategies
- Chp.10 Brands, Packaging, and Other Product Features
- Chp.11 Services Marketing
- Part 4 Price
- Chp.12 Price Determination
- Appendix A Marketing Math
- Chp.13 Pricing Strategies
- Part 5 Distribution
- Chp.14 Channels of Distribution
- Chp.15 Retailing
- Chp.16 Wholesaling and Physical Distribution
- Part 6 Promotion
- Chp.17 Integrated Marketing Communications
- Chp.18 Personal Selling and Sales Management
- Chp.19 Advertising, Sales Promotion, and Public Relations
- Part 7 Managing the Marketing Effort
- Chp.20 Strategic Marketing Planning
- Chp.21 Marketing Implementation and Evaluation
- Chp.22 Marketing and the Information Economy
- Appendix B Careers and Marketing