000			01434cam a2200325 a 4500
001			107543
005			20230410115618.0
008			100506s2011 njua b 001 0 eng
020			_a9780136074892 (hbk.)
020			_a0136074898 (hbk.)
020			_a9780136074625
020			_a0136074626
050	1	4	_aHF 5415.13 _bW767m 2011
082	0	0	_a658.8
100	1		_aWiner, Russell S.
245	1	0	_aMarketing management / _cRussell S. Winer, Ravi Dhar.
250			_a4th ed.
260			_aBoston : _bPrentice Hall, _cc2011.
300			_axxi, 506 p. : _bill. ; _c29 cm.
504			_aIncludes bibliographical references (p. 462-479) and indexes.
505	0		_aMarketing and the job of the marketing manager -- A strategic marketing framework -- Marketing research -- Analyzing consumer behavior -- Organizational buying behavior -- Market structure and competitor analysis -- Product decisions -- New product development -- Pricing -- Communications and advertising strategy -- Sales promotion -- Channels of distribution -- Direct channels of distribution : personal selling and direct marketing -- Customer relationship management -- Special topic : strategies for service markets.
650		0	_aMarketing _xManagement.
650		4	_aMercadeo.
650		4	_aAdministración de mercadeo.
650		4	_aMercadeo _xInvestigaciones.
650		4	_a20150300
700	1		_aDhar, Ravi.
942			_2lcc _cbk
946			_aSH
999			_c44649 _d44649