| 000 | 02375cam a2200373 i 4500 | ||
|---|---|---|---|
| 001 | 000713820 | ||
| 005 | 20240105153431.0 | ||
| 008 | 181026s2018 iaua rb 001 0 eng d | ||
| 020 | _a9781259712364 | ||
| 020 | _a1259712362 | ||
| 020 | _a9781260152135 | ||
| 020 | _a1260152138 | ||
| 035 | _a429508 | ||
| 040 |
_aUIASF _bspa _erda _cUIASF _dUIASF |
||
| 050 | 4 |
_aHF 5415 _bK47.2018 |
|
| 100 | 1 |
_aKerin, Roger A. _eautor |
|
| 245 | 1 | 0 |
_aMarketing : _bthe core / _cRoger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver. |
| 250 | _aSeventh Edition. | ||
| 264 | 1 |
_aNew York, NY : _bMcGraw-Hill Education, _c2018 |
|
| 300 |
_axli, 562 páginas : _bilustraciones ; _c28 cm |
||
| 336 |
_atexto _btxt _2rdacontent |
||
| 337 |
_asin mediación _bn _2rdamedia |
||
| 338 |
_avolumen _bnc _2rdacarrier |
||
| 504 | _aIncluye referencias bibliográficas e índice. | ||
| 505 | 0 | _aInitiating 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. | |
| 650 | 0 | _aMarketing | |
| 650 | 4 | _aMercadotecnia | |
| 700 | 1 |
_aHartley, Steven William, _eautor |
|
| 905 | _a01 | ||
| 942 | 1 | _cNEWBFXC1 | |
| 999 |
_c669415 _d669415 |
||
| 980 |
_851 _gRonald RUIZ |
||