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Marketing : the core / Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver.

Por: Colaborador(es): Tipo de material: TextoTextoEditor: New York, NY : McGraw-Hill Education, 2018Edición: Seventh EditionDescripción: xli, 562 páginas : ilustraciones ; 28 cmTipo de contenido:
  • texto
Tipo de medio:
  • sin mediación
Tipo de soporte:
  • volumen
ISBN:
  • 9781259712364
  • 1259712362
  • 9781260152135
  • 1260152138
Tema(s): Clasificación LoC:
  • HF 5415 K47.2018
Contenidos:
Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding buyers and markets -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Targeting marketing opportunities -- Marketing research: from customer insights to actions -- Market segmentation, targeting, and positioning -- Satisfying marketing opportunities -- Developing new products and services -- Managing successful products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using social media to connect with consumers -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Appendix B: Planning a career in marketing -- Glossary -- Name index -- Company/product index -- Subject index.
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Existencias
Tipo de ítem Biblioteca actual Colección Signatura topográfica Copia número Estado Fecha de vencimiento Código de barras
Libros Biblioteca Francisco Xavier Clavigero Acervo Acervo General HF 5415 K47.2018 (Navegar estantería(Abre debajo)) ej. 1 Disponible UIA179389

Incluye referencias bibliográficas e índice.

Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding buyers and markets -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Targeting marketing opportunities -- Marketing research: from customer insights to actions -- Market segmentation, targeting, and positioning -- Satisfying marketing opportunities -- Developing new products and services -- Managing successful products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using social media to connect with consumers -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Appendix B: Planning a career in marketing -- Glossary -- Name index -- Company/product index -- Subject index.