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|a Jany Castro, José Nicolás
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|a Investigación integral de mercados :
|b avances para el nuevo milenio /
|c José Nicolás Jany Castro.
|
| 250 |
|
|
|a 4a. edición
|
| 260 |
|
|
|a Bogotá :
|b McGraw-Hill Interamericana,
|c c2009.
|
| 300 |
|
|
|a xviii, 574 páginas :
|b ilustraciones ;
|c 27 cm.
|e 1 CD-ROM
|
| 500 |
|
|
|a Incluye índice temático y glosario
|
| 500 |
|
|
|a El CD-ROM contiene ejercicios de aplicación, estadísticas demográficas de Colombia y presentación de los temas tratados en el libro.l
|
| 504 |
|
|
|a Incluye referencias bibliográficas
|
| 505 |
0 |
|
|a Importancia de la investigación de mercados -- Diferencias entre la investigación de mercados e investigación de marketing -- El método científico aplicado a la investigación de mercados -- Segmentación de mercados -- Fundamentos de muestreo -- Trabajo de campo -- Estrategias para el análisis de información -- El neuromarketing, el producto, la marca y las comunicaciones -- Modelos clásicos de investigación motivacional -- Técnicas de entrevistas y escalas de clasificación -- Medición del efecto de la publicidad -- La publicidad subliminal -- El concepto de servicios
|
| 650 |
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|a Mercadeo
|x Investigaciones
|2 Armarc
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| 650 |
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7 |
|a Análisis de mercadeo
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| 650 |
1 |
7 |
|a Comportamiento del consumidor
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| 650 |
1 |
7 |
|a Mercadeo
|x Administración
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