TY - BOOK AU - Perreault,William D AU - Cannon,Joseph P. AU - McCarthy,E.Jerome TI - Essentials of marketing: a marketing strategy planning approach SN - 9780073404813 U1 - 658.8 21 ed. PY - 2010/// CY - New York PB - McGraw Hill KW - Mercadeo KW - Estudio de Casos N1 - Incluye referencias bibliográficas, índice, etc; Cap; 1; Marketing's value to consumers, firms, and society --; 2; Marketing strategy planning --; 3; Evaluating opportunities in the changing marketing environment --; 4; Focusing marketing strategy with segmentation and positioning --; 5; Final consumer and their buying behavior --; 6; Business and organizational customers and their buying behavior --; 7; Improving decisions with marketing information --; 8; Elements of product planning for goods and services --; 9; Product management and new-product development --; 10; Place and development of channel systems --; 11; Distribution customer services and logistics --; 12; Retailers, woholesalers, and their strategy planning --; 13; Promotion-introduction to integrated marketing communications --; 14; Personal selling and customer services --; 15; Advertising and sales promotion --; 16; Pricing objetives and policies --; 17; Price setting in the business world --; 18; Ethical marketing in a consumer-oriented world: Appraisal and challenges --; Ap; A; Economic Fundamentals --; B; Marketing arithmetic --; C; Career planning in marketing -- UR - http://www.mhhe.com/fourps ER -