Kotler, Philip. <br/><br/>
Marketing / 
Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina ; traducción : María de Lourdes Amador Araujo. 
 - Decimosexta edición 
 - xxiv, 710 pages ;  illustrations (some colors) ;  29 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9786073238601 
<br/><br/><label>LCCN: </label>2014035224 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF5415  / .K636 2015 
<br/><br/><label>Dewey Class. No.: </label>658.8