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Marketing an introduction Gary Armstrong, Philip Kotler.
Detalles de publicación: New Jersey Pearson/Prentice-Hall c2009.Edición: 9th edDescripción: xxxiii, 502 p., [122 p.] ill. 28 cmISBN:- 9780136021131
- 658.8 A7351m6 20
- HF5415 .K625 2009
| 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 .K625 2009 (Navegar estantería(Abre debajo)) | Disponible | 50000003191078 |
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Descripciones mejoradas de Syndetics:
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Includes bibliographical references (R21-R23) and index.
gccnov2008
Tabla de contenidos provista por Syndetics
- Part 1 Defining Marketing and the Marketing Process
- 1 Marketing: Creating and Capturing Customer Value
- 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
- Part 2 Understanding the Marketplace and Consumers
- 3 Analyzing the Marketing Environment
- 4 Managing Marketing Information to Gain Customer Insights
- 5 Understanding Consumer and Business Buyer Behavior
- Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix
- 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
- 7 Products, Services, and Brands: Building Customer Value
- 8 New-Product Development and Life-Cycle Strategies
- 9 Pricing: Understanding and Capturing Customer Value
- 10 Marketing Channels: Delivering Customer Value
- 11 Retailing and Wholesaling
- 12 Communicating Customer Value: Advertising and Public Relations
- 13 Communicating Customer Value: Personal Selling and Sales Promotion
- 14 Direct and Online Marketing: Building Direct Customer Relationships
- Part 4 Extending Marketing
- 15 The Global Marketplace
- 16 Marketing Ethics and Social Responsibility
- Appendices
- 1 Company Cases
- 2 Marketing Plan
- 3 Marketing by the Numbers
- 4 Careers in Marketing
- Glossary
- Subject Index
- Name, Organization, Brand, Company Index