Principles of marketing Philip Kotler.
Series Prentice Hall series in marketingDetalles de publicación: Englewood Cliffs, N.J. Prentice-Hall c1986.Edición: 3rd edDescripción: xxiv, 774 p. ill. (some col.) 25 cmISBN:- 0137017316
- 658.8 19
- HF5415 .K636 1986
| 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 K87p3 (Navegar estantería(Abre debajo)) | Disponible | 80000000765076 |
Descripciones mejoradas de Syndetics:
The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
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Includes bibliographies and indexes.
Tabla de contenidos provista por Syndetics
- I Understanding Marketing and the Marketing Process
- 1 Marketing in a Changing World: Creating Customer Value and Satisfaction
- 2 Strategic Planning and the Marketing Process
- 3 The Global Marketing Environment
- II Developing Marketing Opportunities and Strategies
- 4 Marketing Research and Information Systems
- 5 Consumer Markets and Consumer Buyer Behaviour
- 6 Business Markets and Business Buyer Behaviour
- 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage
- III Developing the Marketing Mix
- 8 Product and Services Strategies
- 9 New Product Development and Life Cycle Strategies
- 10 Pricing Considerations and Strategies
- 11 Distribution Channels and Logistics Management
- 12 Retailing and Wholesaling
- 13 Integrated Marketing Communication Strategy
- 14 Advertising, Sales, Promotion, and Public Relations
- 15 Personal Selling and Sales Management
- 16 Direct and Online Marketing: The New Marketing Model
- IV Managing Marketing
- 17 The Global Marketplace
- 18 Marketing and Society: Social Responsibility and Marketing Ethics