000			01539nam a2200265 4500
001			113879
003			DR-UNIBE
005			20250717062543.0
008			250716b2000 xxu||||| |||| 00| 0 eng d
020			_a0471332380
040			_aBIBLIOTECA UNIBE _bspa _cBIBLIOTECA UNIBE _erda
041			_aspa
082			_222 _a658.8 D228m
100			_aDalrymple, Douglas J. _eautor _958217
100			_aParsons, Leonard J. _958220 _eautor
245			_aMarketing management : _btext and cases _cDouglas J. Dalrymple, Leonard J. Parsons
250			_aSéptima edición
260			_aNew York : _bJohn Wiley & Sons, _c2000
300			_axii, 707 páginas : _bfotos b/n, tablas, gráficas ; _c25 x 20 cm
500			_aComentario sobre la obra en la contraportada
505			_aPreface | 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
650			_2lemb _aAdministración de mercadeo _xExámenes, preguntas, etc _9197391
650			_2lemb _aAdministración de mercadeo _xcasos _9197392
942			_2ddc _cBK
999			_c113879 _d113879