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Dalrymple, Douglas J. Parsons, Leonard J.

Marketing management : text and cases Douglas J. Dalrymple, Leonard J. Parsons - Séptima edición - New York : John Wiley & Sons, 2000 - xii, 707 páginas : fotos b/n, tablas, gráficas ; 25 x 20 cm

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Preface |
About the authors |
1. The role of marketing in organizations and society |
2. Marketing strategy |
3. Customer analysis |
4. Market segmentation and product differentiation |
5. Competitive analysis and product positioning |
6. Product development and testing |
7. Brand management |
8. Service marketing |
9. Pricing |
10. Selecting distribution channels |
11. Personal selling and sales force management |
12. Direct marketing |
13. Designing adverting programs |
14. Sales promotion and pubic relations |
15. International marketing |
16. Marketing planning |
Case index |
Subject index


ISBN: 0471332380

Subjects--Topical Terms:
Administración de mercadeo--Exámenes, preguntas, etc
Administración de mercadeo--casos

Dewey Class. No.: 658.8 D228m