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Marketing management / Philip Kotler, Kevin Lane Keller

By: Contributor(s): Material type: TextTextLanguage: Spanish Publication details: Boston : Pearson Education, 2016Edition: Decimoquinta ediciónDescription: xxiii, 692 páginas, 136 páginas numeradas de forma diversa : ilustraciones en color ; 22 x 29 cmISBN:
  • 9780133856460 (student edition)
Subject(s): DDC classification:
  • 658.8 K874m 2016
Contents:
UNDERSTANDING MARKETING MANAGEMENT 1. Defining merketing for the new realities 2. Developing marketing strategies and plans CAPTURING MARKETING INSIGHTS 3. Collecting information and forescating demand 4. Conducting marketing research CONNECTING WITH CUSTOMERS 5. Creating long-term loyalty relationships 6. Analyzing consumer markets 7. Analyzing business markets 8. Tapping into global markets BUILDING STRONG BRANDS 9. Identifying market segments and targets 10. Crafting the brand positioning 11. Creating brand equity 12. addressing competition and driving growth CREATING VALUE 13. Setting product strategy 14. Designing and managing services 15. Introducing new market offerings 16. Developing pricing strategies and programs DELIVERING VALUE 17. Designing and managing integrated marketing channels 18. Managing retailing, wholesaling, and logistics COMMUNICATING VALUE 19. Designing and managing integrated marketing communications 20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations 21. Managing digital communications: online, social media, and mobile 22. Managing personal communications: direct and database marketing and personal selling CONDUCTING MARKETING RESPONSIBLY FOR LONG TERM SUCESS 23. Managing a holistic marketing organization for the long run
Holdings
Item type Current library Collection Call number Copy number Status Barcode
Libro (general) Biblioteca Central UNIBE General 658.8 K874m 2016 (Browse shelf(Opens below)) Ej. 1 Available 190352

UNDERSTANDING MARKETING MANAGEMENT
1. Defining merketing for the new realities
2. Developing marketing strategies and plans
CAPTURING MARKETING INSIGHTS
3. Collecting information and forescating demand
4. Conducting marketing research
CONNECTING WITH CUSTOMERS
5. Creating long-term loyalty relationships
6. Analyzing consumer markets
7. Analyzing business markets
8. Tapping into global markets
BUILDING STRONG BRANDS
9. Identifying market segments and targets
10. Crafting the brand positioning
11. Creating brand equity
12. addressing competition and driving growth
CREATING VALUE
13. Setting product strategy
14. Designing and managing services
15. Introducing new market offerings
16. Developing pricing strategies and programs
DELIVERING VALUE
17. Designing and managing integrated marketing channels
18. Managing retailing, wholesaling, and logistics
COMMUNICATING VALUE
19. Designing and managing integrated marketing communications
20. Managing mass communications: advertising, sales promotions, events and experiences, and public relations
21. Managing digital communications: online, social media, and mobile
22. Managing personal communications: direct and database marketing and personal selling
CONDUCTING MARKETING RESPONSIBLY FOR LONG TERM SUCESS
23. Managing a holistic marketing organization for the long run