000			00586nam a22002057a 4500
005			20210726183817.0
008			140627s2016 njua 000 0 eng
020			_a9780133856460
020			_a0133856460
040			_aDLC _beng _cDLC _dDLC _erda
082			_223 _a658.8
100			_945 _aKotler, Philip
245			_aMarketing management / _cPhilip Kotler y Kevin Lane Keller.
250			_aDecimaquinta edición.
260			_aBoston _bPearson _c2016
300			_axxii, 692 páginas.
650			_942 _aMarketing
700			_9111 _aKeller, Kevin Lane
942			_2ddc _cLIBR _kcolocar item number
999			_c29800 _d29800
505			_aDefining marketing for the new realities –Developing marketing strategies an plans – Capturing marketing insights – Conducting marketing research – Connecting with customers – Analyzing consumer markets – Analyzing business markets – Tapping into global markets – Identifying markets segments and targets – Crafting the brand positioning – Creating brand equity -- Addressing competition and driving growth – Setting product strategy – Designing and managing services – Introducing new market offerings – Developing pricing strategies and programs – Designing and managing integrated marketing channels – Managing retailing wholesaling – Designing and managing integrated marketing communications – Mana mass communications advertising, sales promotions , events and experiences, and public relations – Managing digital communications online, social media, and mobile – Managing personal communications direct and data bases marketing and personal selling – Managing a holistic marketing organization for the long run.