000			02665cam a2200253 4500
001			1505
005			20230410115616.0
008			060907s1991 nju eng
020			_a0135524806
035			_9funglode1512
041			_aeng
050	1	4	_aHF 5415 _bK87m 1991
082	0	0	_a658.8
100	1		_aKotler, Philip
245	1	0	_aMarketing management : _banalysis, planning, implementation, and control / _cPhilip Kotler
250			_a7a ed.
260			_aEnglewood Cliffs, New Jersey : _bPrentice Hall, _c1991
300			_axxvi, 756 p.
520			_aUnderstanding the critical role of marketing in organizations and society, 1. -- Laying the groundwork through strategic planning, 32. -- Managing the marketing process and marketing planning, 61. -- Appendix : The theory of effective marketing-resource allocation, 82. -- Marketing information systems and marketing research, 94. -- Appendix : Marketing decision support systems, 118. -- Analyzing the marketing environment, 127. -- Appendix : Mapping a company's marketing environment, marketing system, and marketing strategy, 155. -- Analyzing consumer markets and buyer behavior, 161. -- Appendix : Some alternative decision processes used consumers to evaluate alternative brands, 193. -- Analyzing business markets and organizational buying behavior, 195. -- Analyzing competitors, 220. -- Measuring and forecasting market demands, 240. -- Appendix : Determinants of company market share, 259. -- Identifying market segments and selecting target markets, 261. -- Marketing strategies for differentiating and positioning the marketing offer, 288. -- Developing, testing, and launching new products and services, 310. -- Managing products through their product life cycle, 347. -- Designing marketing strategies for market leaders, challengers, followers, and nichers, 373. -- Designing strategies for the global marketplace, 399. -- Managing product lines, brands, and packaging, 428. -- Managing service businesses and ancillary services, 453. -- Designing pricing strategies and programs, 473. -- Selecting and managing marketing channels, 506. -- Managing retailing, wholesaling, and physical-distribution systems, 534. -- Designing communication and promotion-mix strategies, 566. -- Designing effective advertising programs, 595. -- Designing direct marketing, sales-promotion, and public-relations programs, 620. -- Managing the salesforce, 649. -- Organizing and implementing marketing programs, 684. -- Evaluating and controlling marketing performance, 708
650		0	_aMarketing _xManagement.
650		4	_aMercadeo.
650		4	_aAdministración de mercadeo.
942			_2lcc _cbk
999			_c44564 _d44564