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Marketing management Philip Kotler, Kevin Keller.
Detalles de publicación: Upper Saddle River, NJ Prentice Hall c2006.Edición: 12th edDescripción: xxxix, 733 [45] p. col. ill. 28 cmISBN:- 0131457578
- HF5415.13 .K64 2006
| 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 de Mayagüez Colección General mb | HF5415.13 .K64 2006 (Navegar estantería(Abre debajo)) | Disponible | 50000003169389 |
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Descripciones mejoradas de Syndetics:
This is the 12th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning.
Includes bibliographical references and index.
gccoct2006
Tabla de contenidos provista por Syndetics
- 1 Marketing in the Twenty-First Century
- 2 Adapting Marketing to the New Economy (NEW)
- 3 Building Customer Satisfaction, Value, and Retention
- 4 Winning Markets: Market-Oriented Strategic Planning
- 5 Gathering Information and Measuring Market Demand
- 6 Scanning the Marketing Environment
- 7 Analyzing Consumer Markets and Buyer Behaviour
- 8 Analyzing Business Markets and Buyer Behaviour
- 9 Dealing with the Competition
- 10 Identifying Market Segments and Selecting Target Markets
- 11 Positioning and Differentiating the Market Offering Through the Product Life Cycle
- 12 Developing New Market Offerings
- 13 Designing Global Market Offerings
- 14 Setting the Product and Branding Strategy
- 15 Designing and Managing Services
- 16 Developing Pricing Strategies and Programs
- 17 Designing and Managing Value Networks and Marketing Channels
- 18 Managing Retailing, Wholesaling, and Market Logistics
- 19 Managing Integrated Marketing Communications
- 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
- 21 Managing the Sales Force
- 22 Managing the Total Marketing Effort