Marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina ; traducción : María de Lourdes Amador Araujo.
Editor: México : Pearson, ©2017Edición: Decimosexta ediciónDescripción: xxiv, 710 pages ; illustrations (some colors) ; 29 cmTipo de contenido:- text
- unmediated
- volume
- 9786073238601
- 658.8
- HF5415 .K636 2015
| 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 Sala de Referencia bev | 658.8 K874p E 2017 (Navegar estantería(Abre debajo)) | Disponible | 80000002624073 |
Includes bibliographical references and index.
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.