Kotler, Philip. creator Armstrong, Gary (Gary M.) text bibliography mx 2015 Decimosexta edición monographic spa

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xxiv, 710 pages ; illustrations (some colors) ; 29 cm 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. Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina ; traducción : María de Lourdes Amador Araujo. Includes bibliographical references and index. Marketing HF5415 .K636 2015 658.8 9786073238601 2014035224 DLC 181115 20181115144138.0 18327054 eng