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Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler.
By: Kotler, Philip
.
Material type: 
TextPublisher: Hoboken : John Wiley & Sons, 2003Description: xviii, 206 páginas.ISBN: 0471268674 .Subject(s): MarketingDDC classification: 658.8 K87mar
Contents:
• Advertising.
• Brands.
• Business-to-Business Marketing.
• Change.
• Communication and Promotion.
• Companies.
• Competitive Advantage.
• Competitors.
• Corporate Branding.
• Creativity.
• Customer Needs.
• Customer Orientation.
• Customers.
• Customer Relationship Management (CRM).
• Customer Satisfaction.
• Database Marketing.
• Design.
• Differentiation.
• Direct Mail.
• Distribution and Channels.
• Employees.
• Experiential Marketing.
• Financial Marketing.
• Focusing and Niching.
• Forecasting and the Future.
• Goals and Objectives.
• Growth Strategies.
• Guarantees.
• Image and Emotional Marketing.
• Implementation and Control.
• Information and Analytics.
• Innovation.
• Intangible Assets.
• International marketing.
• Internet and E-Business.
• Leadership.
• Loyalty.
• Management.
• Marketing Assets and Resources.
• Marketing Department Interfaces.
• Marketing Ethics.
• Marketing Mix.
• Marketing Plans.
• Marketing Research.
• Marketing Role.
• Markets.
• Media.
• Mission.
• New Product Development.
• Opportunity.
• Organization.
• Outsourcing.
• Performance Measurement.
• Positioning.
• Price.
• Products.
• Profits.
• Public Relations.
• Quality.
• Recession Marketing.
• Reinvesting.
• Relationship Marketing.
• Retailers and Vendors.
• Sales Force.
• Sales Promotion.
• Segmentation.
• Selling.
• Service.
• Sponsorship.
• Strategy.
• Success and Failure.
• Suppliers.
• Target Markets.
• Technology.
• Telemarketing and Call Centers.
• Trends in Marketing Thinking and Practice.
• Value.
• Word of Mouth.
• Zest.
| Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
| Libro (general) | Biblioteca Central UNIBE | General | 658.8 K87mar (Browse shelf) | Ej. 1 | Available | 11C0130 |
Incluye referencias bibliográficas (p. 189-193)
• Advertising.
• Brands.
• Business-to-Business Marketing.
• Change.
• Communication and Promotion.
• Companies.
• Competitive Advantage.
• Competitors.
• Corporate Branding.
• Creativity.
• Customer Needs.
• Customer Orientation.
• Customers.
• Customer Relationship Management (CRM).
• Customer Satisfaction.
• Database Marketing.
• Design.
• Differentiation.
• Direct Mail.
• Distribution and Channels.
• Employees.
• Experiential Marketing.
• Financial Marketing.
• Focusing and Niching.
• Forecasting and the Future.
• Goals and Objectives.
• Growth Strategies.
• Guarantees.
• Image and Emotional Marketing.
• Implementation and Control.
• Information and Analytics.
• Innovation.
• Intangible Assets.
• International marketing.
• Internet and E-Business.
• Leadership.
• Loyalty.
• Management.
• Marketing Assets and Resources.
• Marketing Department Interfaces.
• Marketing Ethics.
• Marketing Mix.
• Marketing Plans.
• Marketing Research.
• Marketing Role.
• Markets.
• Media.
• Mission.
• New Product Development.
• Opportunity.
• Organization.
• Outsourcing.
• Performance Measurement.
• Positioning.
• Price.
• Products.
• Profits.
• Public Relations.
• Quality.
• Recession Marketing.
• Reinvesting.
• Relationship Marketing.
• Retailers and Vendors.
• Sales Force.
• Sales Promotion.
• Segmentation.
• Selling.
• Service.
• Sponsorship.
• Strategy.
• Success and Failure.
• Suppliers.
• Target Markets.
• Technology.
• Telemarketing and Call Centers.
• Trends in Marketing Thinking and Practice.
• Value.
• Word of Mouth.
• Zest.