Lamb, Charles W. <br/><br/>
MKTG3  / 
Charles W. Lamb, Joseph F. Hair, Carl McDaniel 
 - Student ed 
 - Mason :  Cengage Learning Editores,   2010 
 - 326  páginas :   ilustraciones 
<br/><br/>PART ONE: THE WORLD OF MARKETING |<br/>1. An overview of marketing.  |<br/>2. Strategic planning for competitive advantage.  |<br/>3. Social responsibility, ethics, and the marketing environment. |<br/>4. Developing a global vision.  |<br/>PART TWO: ANALYZING MARKET OPPORTUNITIES  |<br/>5. Consumer decision making.  |<br/>6. Business marketing.  |<br/>7. Segmenting and targeting markets.  |<br/>8. Decision support systems and marketing research.  |<br/>PART THREE: PRODUCT DECISIONS  |<br/>9. Product concepts.  |<br/>10. Developing and managing products.  |<br/>11. Services and nonprofit organization marketing. |<br/> part four: place (distribution) decisions  |<br/>12. Marketing channels and supply chain management. |<br/> 13. Retailing.  |<br/>PART FIVE: PROMOTION DECISIONS  |<br/>14. Integrated marketing communication.  |<br/>15. Advertising and public relations. |<br/> 16. Sales promotion and personal selling.  |<br/>PART SIX: PRICING DECISIONS  |<br/>17. Pricing concepts. |<br/> 18. Setting the right price. |<br/> PART SEVEN: TECHNOLOGY-DRIVEN MARKETING  |<br/>19. Customer relationship management. |<br/> 
<br/><br/><label>ISBN: </label>0324789289 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercadeo<br/>Investigación de mercados<br/>Toma de decisiones
<br/><br/><label>Dewey Class. No.: </label>658.83 L218m