000			01951nam a2200265 a 4500
001			000015674
005			20160221095902.0
008			091119s2011 xxuado grn 001 0 eng d
942			_c
020			_a9780078028786 _c(pasta blanda)
020			_a0078028787 _c(pasta blanda)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a658.8 _bM367 _222 ed.
100	1		_aMarshall, Greg W.
245	1	0	_aEssentials of marketing management / _cGreg W. Marshall, Mark W. Johnston.
260			_aNew York, NY : _bMcGraw-Hill/Irwin, _cc2011.
300			_a743 p. : _bil., grafs., fot. col., etc.
505	0		_aPte. 1. Introduction to marketing management -- Cap. 1. Marketing in today's global business milieu -- 2. Elements of marketing strategy and planning -- Pte. 2. Information drives marketing decision making -- Cap. 3. Perspectives on crm and marketing metrics -- 4. Managing marketing information -- 5. Understanding customers: business-to-consumer markets -- 6. Understanding customer: business-to-business markets -- Pte. 3. Developing the value offering -- Cap. 7. Segmentation, target marketing, and positioning -- 8. The product experience: product strategy and building the brand -- 9. The product experience: new-product development and service -- 10. Managing pricing decisions -- Pte. 4. Communicating and delivering the value offering -- Cap. 11. Managing marketing channels and supply chain -- 12. Points of customer interface: bricks and clicks -- 13. Integrated marketing communications: promotional strategy, advertising, sales promotion, and public relation -- 14. Integrated marketing communications: personal selling, diret marketing, and interactive marketing.
544	1		_aDisponible en la Colección General : _bBiblioteca Central.
504			_aIncludes bibliographical references, index, glossary, etc..
630	0	4	_aMercadeo
650	1	0	_aMarketing _xManagement
700	1		_aJohnston, Mark W.
999			_c15410 _d15410