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Features:
Pages: 786
Format: 27,4x21,8x2,60 cm
Edition Date: 2018
Edition: 14
Language: Inglés.
Binding: Tapa blanda o Bolsillo.
Weight: 1,379 kg.
Marketing
9781260092110
Authors:
Roger Kerin [Autor]
,
Steven Hartley [Autor]
<div><b>Part 1: Initiating the Marketing Process </b></div><div>Chapter 1: Creating Customer Relationships and Value through Marketing </div><div>Chapter 2: Developing Successful Organizational and Marketing Strategies </div><div>Appendix A: Building an Effective Marketing Plan </div><div>Chapter 3: Scanning the Marketing Environment </div><div>Chapter 4: Ethical and Social Responsibility for Sustainable Marketing </div><div><b>Part 2: Understanding Buyers and Markets </b></div><div>Chapter 5: Understanding Consumer Behavior </div><div>Chapter 6: Understanding Organizations as Customers </div><div>Chapter 7: Understanding and Reaching Global Consumers and Markets </div><div><b>Part 3: Targeting Marketing Opportunities </b></div><div>Chapter 8: Marketing Research: From Customer Insights to Actions </div><div>Chapter 9: Market Segmentation, Targeting, and Positioning </div><div><b>Part 4: Satisfying Marketing Opportunities </b></div><div>Chapter 10: Developing New Products and Services </div><div>Chapter 11: Managing Successful Products, Services, and Brands</div><div>Chapter 12: Services Marketing </div><div>Chapter 13: Building the Price Foundation </div><div>Chapter 14: Arriving at the Final Price </div><div>Appendix B: Financial Aspects of Marketing </div><div>Chapter 15: Managing Marketing Channels and Supply Chains </div><div>Chapter 16: Retailing and Wholesaling </div><div>Chapter 17: Integrated Marketing Communications and Direct Marketing </div><div>Chapter 18: Advertising, Sales Promotion, and Public Relations </div><div>Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers </div><div>Chapter 20: Personal Selling and Sales Management</div><div><b>Part 5: Managing the Marketing Process</b> </div><div>Chapter 21: Implementing Interactive and Multi-channel Marketing</div><div>Chapter 22: Pulling It All Together: The Strategic Marketing Process</div>
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