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|a Mercadotecnia /
|c Laura Fischer de la Vega, Jorge Ángel Espejo Callado.
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|a 3a. ed
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| 260 |
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|a México :
|b McGraw-Hill,
|c c2004.
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| 300 |
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|a xvi, 540 páginas :
|b ilustraciones, fotografías, diagramas ;
|c 23 cm +
|e 1 CD-Rom
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|a Incluye índice analítico
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|a Incluye bibliografía al final de cada capítulo
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|a Aspectos generales de la mercadotecnia -- Administración de la mercadotecnia -- El medio ambiente de la mercadotecnia -- El medio ambiente de la mercadotecnia -- Mercado y segmentación de mercados -- Comportamiento del consumidor -- Investigación de mercados -- Estrategia de producto -- Estrategia de precio -- Estrategia de distribución -- Estrategia de promoción de ventas -- Estrategia de publicidad -- Estrategia de fuerza de ventas -- Planeación estratégica en mercadotecnia -- Mercadotecnia y comercio internacional -- Mercadotecnia en organizaciones no lucrativas -- Mercadotecnia por Internet.
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