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Lamb, Charles W.

MKTG3 / Charles W. Lamb, Joseph F. Hair, Carl McDaniel - Student ed - Mason : Cengage Learning Editores, 2010 - 326 páginas : ilustraciones

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. |


ISBN: 0324789289

Subjects--Topical Terms:
Mercadeo
Investigación de mercados
Toma de decisiones

Dewey Class. No.: 658.83 L218m