Dalrymple, Douglas J. Parsons, Leonard J. <br/><br/>
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 
<br/><br/> Comentario sobre la obra en la contraportada 
<br/><br/>Preface |<br/>About the authors |<br/>1. The role of marketing in organizations and society |<br/>2. Marketing strategy |<br/>3. Customer analysis |<br/>4. Market segmentation and product differentiation |<br/>5. Competitive analysis and product positioning |<br/>6. Product development and testing |<br/>7. Brand management |<br/>8. Service marketing |<br/>9. Pricing |<br/>10. Selecting distribution channels |<br/>11. Personal selling and sales force management |<br/>12. Direct marketing |<br/>13. Designing adverting programs |<br/>14. Sales promotion and pubic relations |<br/>15. International marketing |<br/>16. Marketing planning |<br/>Case index |<br/>Subject index<br/> 
<br/><br/><label>ISBN: </label>0471332380 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Administración de mercadeo--Exámenes, preguntas, etc<br/>Administración de mercadeo--casos
<br/><br/><label>Dewey Class. No.: </label>658.8 D228m