TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
TI  - Marketing: an introduction 
SN  - 0136102433
U1  - 658.8 22 ed.
PY  - 2011///
CY  - Boston
PB  - Prentice Hall
KW  - Marketing
KW  - Mercadeo
N1  - Incluye referencias bibliográficas, índice, apéndice, glosario, etc; Pte. 1. Defining marketing and the marketing process -- Cap. 1. Marketing: creating and capturing customer value -- 2. Company and marketing strategy: partnering to build customer relationships -- Pte. 2. Understanding the merketplace and comsumers -- Cap. 3. Analyzing the marketing environment -- 4. Managing marketing information to gain customer insights -- 5. Understanding comsumer and business bahavior -- Pte. 3. Designing a customer-driven strategy and mix -- Cap. 6. Customer-driven marketing strategy creating value for target customers -- 7. Products, services, and brands: building customer value -- 8. Developing new products and managing the product life-cycle -- 9. Pricing: understanding and capturing customer value -- 10. Marketing channels: delivering customer value -- 11. Retailing and wholesaling -- 12. Communicating customer value: advertising and public relations -- 13. Personal selling and sales promotion -- 14. Direct and online marketing: building direct customer relationships -- Pte. 4. Extending marketing -- Cap. 15. The global marketplace -- 16. Sustainable marketing: social responsability and ethics
ER  -