000			02011nam a2200277 a 4500
001			000014429
005			20160221095500.0
008			110816m20112003xxuao grn 001 0 eng d
942			_c
020			_a0136102433 _c(pasta blanda)
020			_a9780136102434 _c(pasta blanda)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a658.8 _bA735 _222 ed.
100	1		_aArmstrong, Gary _g(Gary M.)
245	1	0	_aMarketing : _ban introduction / _cGary Armstrong, Philip Kotler.
250			_a10 ed.
260			_aBoston : _bPrentice Hall, _c2011.
300			_a605 p. : _bil., fot. col., etc.
504			_aIncluye referencias bibliográficas, índice, apéndice, glosario, etc.
505	0		_aPte. 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.
544	1		_aDisponible en la Colección General : _bBiblioteca Central.
650	1	0	_aMarketing
650	1	4	_aMercadeo
700	1		_aKotler, Philip
999			_c14289 _d14289