Dirección de marketing : gestión estratégica y operativa del mercado /
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| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: |
Spanish English |
| Published: |
México :
McGraw-Hill/ Interamericana,
c2009.
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| Edition: | 2a. edición |
| Subjects: | |
| Notas Contenido: |
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| 100 | 1 | |a Lambin, Jean-Jacques | |
| 245 | 1 | 0 | |a Dirección de marketing : |b gestión estratégica y operativa del mercado / |c Jean-Jacques Lambin, Carlo Gallucci, Carlos Sicurello. |
| 250 | |a 2a. edición | ||
| 260 | |a México : |b McGraw-Hill/ Interamericana, |c c2009. | ||
| 300 | |a xxii, 596 p : |b ilustraciones ; |c 23 cm. | ||
| 500 | |a Incluye índice analítico | ||
| 505 | 2 | |a La función cambiante del marketing -- Función del marketing en la empresa y en una economía social del mercado -- Gestión orientada al mercado -- Comprender el comportamiento del consumidor -- Análisis de las necesidades del cliente -- Comportamiento de compras del cliente -- Medición de la respuesta del cliente -- Implementación del marketing estratégico -- Análisis de la segmentación del mercado -- Análisis de la atractividad del mercado de referencia -- Análisis de la competitividad de la empresa -- Decisiones de posicionamiento y selección de los mercados objetivos -- Formulación de una estrategia de marketing -- Implementación del marketing operativo -- Decisiones sobre el lanzamiento de nuevos productos -- Gestión de la marca -- Decisiones de los canales de distribución -- Guerra de marcas en los mercados de bienes de consumo -- Decisiones de precio -- Decisiones de comunicación -- Implementación de la gestión orientada al mercado -- Plan de marketing estratégico y operativo -- Valores y conceptos emergentes en la gestión orientada al mercado -- Casos de estudio | |
| 534 | |t Market-Driven Management. Strategic and operational marketing | ||
| 650 | 1 | 7 | |a Mercadeo |x Investigaciones |2 Armarc |
| 650 | 1 | 7 | |a Administración de productos |2 Armarc |
| 650 | 1 | 7 | |a Promoción de ventas |2 Armarc |
| 650 | 1 | 7 | |a Publicidad |2 Armarc |
| 650 | 1 | 7 | |a Segmentación del mercado |2 Armarc |
| 700 | 1 | |a Gallucci, Carlo | |
| 700 | 1 | |a Sicurello, Carlos | |
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