TY  - BOOK
AU  - Iacobucci,Dawn R.
AU  - Sweeney,Dennis J.
AU  - Williams,Thomas Arthur
TI  - Mm /: what's inside: an innovative approach to teaching & learning marketing management student tested, faculty approved 
SN  - 0324359772
U1  - 658.83 22 ed.
PY  - 2010///
CY  - Mason, OH
PB  - Cengage South-Western
KW  - Marketing
KW  - Publicidad Comercial
N1  - Incluye referencias bibliográficas, índice, etc; Pte. 1. Marketing strategy -- Cap. 1. What is marketing? -- 2. Marketing segmentation -- 3. Targeting -- 4. Positioning -- Pte. 2. Product positioning -- Cap. 5. Products - Goods and services -- 6. Brands -- 7. New products -- Pte. 3. Positioning via price, place, and promotion -- Cap. 8. Pricing -- 9. Channels of distribution and business marketing networks and logistics -- 10. Integrated marketing communications: the advertising message -- 11. Advertising media and integrated marketing communications -- Pte. 4. Positioning, assessment through the customer lens -- Cap. 12. Customer evaluations -- 13. Marketing research tools -- Pte. 5. Capstone -- Cap. 14. Marketing strategy -- 15. Marketing plans
ER  -