TY  - BOOK
AU  - Peter,Paul J.
AU  - Donnelly,James H.Jr
TI  - Marketing management: knowledge and skills 
SN  - 9780073530055
U1  - 658.835 21 ed.
PY  - 2011///
CY  - New York
PB  - McGraw Hill
KW  - Administración de Mercadeo
KW  - Estudio de Casos
KW  - Marketing
KW  - Case Studies
KW  - Management
N1  - Incluye referencias bibliográficas, índice, etc; Section; 1; Essentials of marketing amanagement --; Pte; A; Introduction --; Cap; 1; Strategic planning and the marketing management process --; Pte; B; Marketing information, research, and understanding the target market --; Cap; 2; Marketing research: Process and systems for decision making --; 3; Consumer behavior --; 4; Business, government, and institutional buying --; 5; Market segmentation --; Pte; C; The marketing mix --; Cap; 6; Product and brand Strategy --; 7; New product planning and development --; 8; Integrated marketing communications --; 9; Personal selling, relationship building, and sales management --; 10; Distribution strategy --; 11; Pricing strategy --; Pte; D; Marketing special fields --; Cap; 12; The marketing of servicies --; 13; Global marketing --; Section; 2; Analyzing marketing problems and cases --; Section; 3; Financial analysis for marketing decisions --; Section; 4; Internet exercises and sources of marketing information --; Pte; A; Internet execercises --; B; Internet sources of marketing information --; Section; 5; Marketing management cases --; Case Group; A; Market opportunity anlysis --; B; Product strategy --; C; Promotion strategy --; D; Distribution strategy --; E; Pricing strategy --; F; Social and ethical issues in marketing management --; Section; 6; Strategic marketing cases --; 7; Developing marketing plans
ER  -