02122cam a2200337 i 4500 276289 276289 18327054 pucpr 20181115144138.0 181115s2015 mx a b 001 0 spa 2014035224 9786073238601 DLC eng DLC rda evl HF5415 .K636 2015 658.8 23 658.8 K874p E 2017 Kotler, Philip. Principles of marketing. Spanish Marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina ; traducción : María de Lourdes Amador Araujo. Decimosexta edición México : Pearson, ©2017 xxiv, 710 pages ; illustrations (some colors) ; 29 cm text rdacontent txt unmediated rdamedia n volume rdacarrier nc 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. Marketing. Armstrong, Gary (Gary M.) ddc 6 0 0 ddc 0 0 10 10 9 2018-11-09 14 (Univ. Books) 60.00 0 658.8 K874p E 2017 80000002624073 2018-11-09 00:00:00 70.00 6