000			01853nam a2200277Ia 4500
001			113338
003			DR-UNIBE
005			20250317103205.0
008			250317b2010 xxu||||| |||| 00| 0 eng d
020			_a0324789289
040			_aBIBLIOTECA UNIBE _cBIBLIOTECA UNIBE
041			_aspa
082	0	4	_a658.83 L218m
100	1		_aLamb, Charles W. _924006
245	1	0	_aMKTG3 / _cCharles W. Lamb, Joseph F. Hair, Carl McDaniel
250			_aStudent ed
260			_aMason : _bCengage Learning Editores, _c2010
300			_a326 páginas : _bilustraciones
505			_aPART ONE: THE WORLD OF MARKETING | 1. An overview of marketing. | 2. Strategic planning for competitive advantage. | 3. Social responsibility, ethics, and the marketing environment. | 4. Developing a global vision. | PART TWO: ANALYZING MARKET OPPORTUNITIES | 5. Consumer decision making. | 6. Business marketing. | 7. Segmenting and targeting markets. | 8. Decision support systems and marketing research. | PART THREE: PRODUCT DECISIONS | 9. Product concepts. | 10. Developing and managing products. | 11. Services and nonprofit organization marketing. | part four: place (distribution) decisions | 12. Marketing channels and supply chain management. | 13. Retailing. | PART FIVE: PROMOTION DECISIONS | 14. Integrated marketing communication. | 15. Advertising and public relations. | 16. Sales promotion and personal selling. | PART SIX: PRICING DECISIONS | 17. Pricing concepts. | 18. Setting the right price. | PART SEVEN: TECHNOLOGY-DRIVEN MARKETING | 19. Customer relationship management. |
650		1	_aMercadeo _9597
650		1	_aInvestigación de mercados _936264
650		1	_aToma de decisiones _91908
700	1		_aHair, Joseph F. _924013 _eautor
700	1		_aMcDaniel, Carl _eautor _924057
942			_cBK _2ddc
999			_c113338 _d113338