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Marketing management /
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| 主要作者: | |
|---|---|
| 格式: | 图书 |
| 语言: | Spanish |
| 出版: |
Pearson Education,
2016
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| 版: | 15 |
| 主题: | |
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| LEADER | 02178nam a22003017a 4500 | ||
|---|---|---|---|
| 001 | 27496 | ||
| 008 | 000000b2016 |||||||| |||| 00| 0 spa d | ||
| 020 | |a 978-0-13-385646-0 | ||
| 040 | |a ULACIT |c ULACIT | ||
| 050 | |a ADMH-15 149 | ||
| 100 | |a Kotler, Philip | ||
| 245 | |a Marketing management / |c Philip Kotler & Kevin Lane Keller | ||
| 250 | |a 15 | ||
| 260 | |b Pearson Education, |c 2016 | ||
| 300 | |a 832 p. | ||
| 505 | |a UNDERSTANDING MARKETING MANAGEMENT. Defining Marketing for the New Realities. Developing Marketing Strategies and Plans. CAPTURING MARKETING INSIGHTS. Collecting Information and Forecasting Demand. Conducting Marketing Research. CONNECTING WITH CUSTOMERS. Creating Long-term Loyalty Relationships. Analyzing Consumer Markets. Analyzing Business Markets. Tapping into Global Markets. BUILDING STRONG BRANDS. Identifying Market Segments and Targets.Crafting the Brand Positioning. Creating Brand Equity. Meeting Competition and Driving Growth. SHAPING THE MARKET OFFERINGS. Setting Product Strategy. Designing and Managing Services. Introducing New Market Offerings. Developing Pricing Strategies and Programs. DELIVERING VALUE. Designing and Managing Integrated Marketing Channels. Managing Retailing, Wholesaling, and Logistics. COMMUNICATING VALUE. Designing and Managing Integrated Marketing Communications. Managing Digital Communications: Online, Social Media and Mobile Marketing. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences and Public Relations. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling. MANAGING THE MARKETING ORGANIZATION. Conducting Marketing Responsibly for Long-Term Success. | ||
| 600 | |a Keller Kevin Lane |9 7114 | ||
| 650 | |a CIENCIAS EMPRESARIALES | ||
| 650 | |a ESTRATEGIAS DE MERCADOTECNIA |9 18448 | ||
| 650 | |a INVESTIGACION DE MERCADOS | ||
| 650 | |a MAY15 |9 20005 | ||
| 650 | |a MERCADEO | ||
| 650 | |a POSICIONAMIENTO |9 21003 | ||
| 650 | |a PUBLICIDAD | ||
| 650 | |a PUNTOS DE VENTA |9 21440 | ||
| 942 | |c 1 | ||
| 999 | |c 15846 |d 15846 | ||
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