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MKTG3 / Charles W. Lamb, Joseph F. Hair, Carl McDaniel

Por: Colaborador(es): Tipo de material: TextoTextoIdioma: Español Editor: Mason : Cengage Learning Editores, 2010Edición: Student edDescripción: 326 páginas : ilustracionesISBN:
  • 0324789289
Tema(s): Clasificación CDD:
  • 658.83 L218m
Contenidos:
PART ONE: THE WORLD OF MARKETING | 1. An overview of marketing. | 2. Strategic planning for competitive advantage. | 3. Social responsibility, ethics, and the marketing environment. | 4. Developing a global vision. | PART TWO: ANALYZING MARKET OPPORTUNITIES | 5. Consumer decision making. | 6. Business marketing. | 7. Segmenting and targeting markets. | 8. Decision support systems and marketing research. | PART THREE: PRODUCT DECISIONS | 9. Product concepts. | 10. Developing and managing products. | 11. Services and nonprofit organization marketing. | part four: place (distribution) decisions | 12. Marketing channels and supply chain management. | 13. Retailing. | PART FIVE: PROMOTION DECISIONS | 14. Integrated marketing communication. | 15. Advertising and public relations. | 16. Sales promotion and personal selling. | PART SIX: PRICING DECISIONS | 17. Pricing concepts. | 18. Setting the right price. | PART SEVEN: TECHNOLOGY-DRIVEN MARKETING | 19. Customer relationship management. |
Existencias
Tipo de ítem Biblioteca actual Colección Signatura topográfica Copia número Estado Código de barras
Libro (general) Biblioteca Central UNIBE General 658.83 L218m (Navegar estantería(Abre debajo)) Ej. 1 Disponible 250175

PART ONE: THE WORLD OF MARKETING |
1. An overview of marketing. |
2. Strategic planning for competitive advantage. |
3. Social responsibility, ethics, and the marketing environment. |
4. Developing a global vision. |
PART TWO: ANALYZING MARKET OPPORTUNITIES |
5. Consumer decision making. |
6. Business marketing. |
7. Segmenting and targeting markets. |
8. Decision support systems and marketing research. |
PART THREE: PRODUCT DECISIONS |
9. Product concepts. |
10. Developing and managing products. |
11. Services and nonprofit organization marketing. |
part four: place (distribution) decisions |
12. Marketing channels and supply chain management. |
13. Retailing. |
PART FIVE: PROMOTION DECISIONS |
14. Integrated marketing communication. |
15. Advertising and public relations. |
16. Sales promotion and personal selling. |
PART SIX: PRICING DECISIONS |
17. Pricing concepts. |
18. Setting the right price. |
PART SEVEN: TECHNOLOGY-DRIVEN MARKETING |
19. Customer relationship management. |

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