Marketing an introduction Gary Armstrong, Philip Kotler.
Detalles de publicación: New Jersey Prentice-Hall 1999.Edición: 5th edDescripción: xxvii, 575 p. ill. (some col.) 25 cmISBN:- 013012771X
- 658.8 A7351m5 20
- HF5415 .K625 1990
| 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 Mons. Iñaki Mallona (Arecibo) Colección General ab | 658.8 A7351m5 (Navegar estantería(Abre debajo)) | Disponible | 60000003041396 |
Descripciones mejoradas de Syndetics:
For courses in Principles of Marketing. This best selling, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. *Coverage of the latest trends, topics, and company profiles - Electronic commerce, data mining, data warehousing, brand strategies and profiles, mass customization, web-based marketing research. *New chapter on direct and online marketing (Ch. 14) - Explores the burgeoning use of Internet, database, and related technologies that promise to change the very nature of buying and selling. *New/updated Marketing at Work features - Highlights additional examples and important information throughout the text. *The latest marketing technologies - Incorporates dozens of new technology-oriented examples, features, and illustrations throughout the text.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- I Defining Marketing and The Marketing Process
- 1 Marketing: Managing Profitable Customer Relationships
- 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
- II Understanding The Marketplace Of Consumers
- 3 The Marketing Environment
- 4 Managing Marketing Information
- 5 Consumer and Business Buyer Behavior
- III Designing A Customer-Driven Marketing Strategy and Marketing Mix
- 6 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
- 7 Product, Services, and Branding Strategies
- 8 New-Product Development and Product Life-Cycle Strategies
- 9 Pricing Considerations and Strategies
- 10 Marketing Channels and Supply Chain Management
- 11 Retailing and Wholesaling
- 12 Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations
- 13 Integrated Marketing Communication: Personal Selling and Direct Marketing
- IV Extending Marketing
- 14 Marketing in the Digital Age
- 15 The Global Marketplace
- 16 Marketing and Society: Social Responsibility and Marketing Ethics
- Appendix 1 Sample Marketing Plan
- Appendix 2 Video Cases (one per chapter)
- Appendix 3 Marketing Arithmetic
- Appendix 4 Careers in Marketing
- Glossary/Index