01539nam a2200265 4500 113879 DR-UNIBE 20250717062543.0 250716b2000 xxu||||| |||| 00| 0 eng d 0471332380 BIBLIOTECA UNIBE spa BIBLIOTECA UNIBE rda spa 22 658.8 D228m Dalrymple, Douglas J. autor 58217 Parsons, Leonard J. 58220 autor 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 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 lemb Administración de mercadeo Exámenes, preguntas, etc 197391 lemb Administración de mercadeo casos 197392 ddc BK 113879 113879 0 0 ddc 0 GEN Principal 2025-06-10 0 658.8 D228m 250773 2025-07-16 09:44:17 Ej. 1 2025-07-16 BK