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Marketing management : text and cases Douglas J. Dalrymple, Leonard J. Parsons
Tipo de material:
TextoIdioma: Español Editor: New York : John Wiley & Sons, 2000Edición: Séptima ediciónDescripción: xii, 707 páginas : fotos b/n, tablas, gráficas ; 25 x 20 cmISBN: - 0471332380
- 22 658.8 D228m
Contenidos:
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
| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Código de barras | |
|---|---|---|---|---|---|---|---|
| Libro (general) | Biblioteca Central UNIBE | General | 658.8 D228m (Navegar estantería(Abre debajo)) | Ej. 1 | Disponible | 250773 |
Navegando Biblioteca Central UNIBE estanterías, Colección: General Cerrar el navegador de estanterías (Oculta el navegador de estanterías)
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| 658.8 C998m 2002 Marketing internacional / | 658.8 C998m 2004 Marketing internacional / | 658.8 D151m Marketing management text and cases : basi marketing management / | 658.8 D228m Marketing management : text and cases | 658.8 D273ó La organización que actúa en función del mercado : cómo entender, atraer y mantener a los clientes valiosos / | 658.8 D568a 1998 Abc del marketing / | 658.8 D598 2000 Dirección de marketing : la edición del milenio / |
Comentario sobre la obra en la contraportada
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