Marketing : the core / Roger A. Kerin, Steven W. Hartley
Tipo de material:
TextoSeries Irwin MarketingDetalles de publicación: New York : McGraw-Hill, 2017 Edición: 7th ed.Descripción: XLI, 562 p. : il. ; 28 cmISBN: 9781259712364Tema(s): Marketing | PublicidadResumen: Part 1 Initiating the Marketing Process1 Creating Customer Relationships and Value through Marketing 22 Developing Successful Organizational and Marketing Strategies 24Appendix A Building an Effective Marketing Plan 523 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68 Part 2 Understanding Buyers and Markets4 Understanding Consumer Behavior 945 Understanding Organizations as Customers 1226 Understanding and Reaching Global Consumers and Markets 142Part 3 Targeting Marketing Opportunities7 Marketing Research: From Customer Insights to Actions 1728 Market Segmentation, Targeting, and Positioning 202Part 4 Satisfying Marketing Opportunities9 Developing New Products and Services 22810 Managing Successful Products, Services, and Brands 25811 Pricing Products and Services 28812 Managing Marketing Channels and Supply Chains 31413 Retailing and Wholesaling 34014 Integrated Marketing Communications and Direct Marketing36815 Advertising, Sales Promotion, and Public Relations 39416 Using Social Media and Mobile Marketing to Connect with Consumers 42417 Personal Selling and Sales Management 452Part 5 Managing the Marketing Process18 Implementing Interactive and Multichannel Marketing 480Appendix B Planning a Career in Marketing 504
| Tipo de ítem | Biblioteca de origen | Signatura | Estado | Fecha de vencimiento | Código de barras | Reserva de ítems | Bibliografía recomendada |
|---|---|---|---|---|---|---|---|
| Monografías | 01. BIBLIOTECA CAMPUS JEREZ | Mer-927 (Navegar estantería(Abre debajo)) | Disponible Ubicación en estantería | Bibliomaps® | 3744594601 | |||
| Manuales | 07. BIBLIOTECA CIENCIAS SOCIALES Y JURÍDICAS | 658.8/KER/mar (Navegar estantería(Abre debajo)) | Disponible Ubicación en estantería | Bibliomaps® | 3744659471 |
Índice
Bibliografía
Part 1 Initiating the Marketing Process1 Creating Customer Relationships and Value through Marketing 22 Developing Successful Organizational and Marketing Strategies 24Appendix A Building an Effective Marketing Plan 523 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68 Part 2 Understanding Buyers and Markets4 Understanding Consumer Behavior 945 Understanding Organizations as Customers 1226 Understanding and Reaching Global Consumers and Markets 142Part 3 Targeting Marketing Opportunities7 Marketing Research: From Customer Insights to Actions 1728 Market Segmentation, Targeting, and Positioning 202Part 4 Satisfying Marketing Opportunities9 Developing New Products and Services 22810 Managing Successful Products, Services, and Brands 25811 Pricing Products and Services 28812 Managing Marketing Channels and Supply Chains 31413 Retailing and Wholesaling 34014 Integrated Marketing Communications and Direct Marketing36815 Advertising, Sales Promotion, and Public Relations 39416 Using Social Media and Mobile Marketing to Connect with Consumers 42417 Personal Selling and Sales Management 452Part 5 Managing the Marketing Process18 Implementing Interactive and Multichannel Marketing 480Appendix B Planning a Career in Marketing 504
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