000			02122cam a2200337 i 4500
999			_c276289 _d276289
001			18327054
003			pucpr
005			20181115144138.0
008			181115s2015 mx a b 001 0 spa
010			_a 2014035224
020			_a9786073238601
040			_aDLC _beng _cDLC _erda
049			_aevl
050	0	0	_aHF5415 _b.K636 2015
082	0	0	_a658.8
092			_223 _a658.8 _bK874p E 2017
100	1		_aKotler, Philip.
240			_aPrinciples of marketing. _lSpanish
245	1	0	_aMarketing / _cPhilip Kotler, Northwestern University : Gary Armstrong, University of North Carolina ; traducción : María de Lourdes Amador Araujo.
250			_aDecimosexta edición
264		1	_aMéxico : _bPearson, _c©2017
300			_axxiv, 710 pages ; _billustrations (some colors) ; _c29 cm
336			_atext _2rdacontent _btxt
337			_aunmediated _2rdamedia _bn
338			_avolume _2rdacarrier _bnc
504			_aIncludes bibliographical references and index.
505	0		_aMarketing : 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.
650		0	_aMarketing.
700	1		_aArmstrong, Gary _q(Gary M.)
942			_2ddc _c6