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|a Dirección de marketing y ventas /
|c coordinador general Bruno Pujol Bengoechea.
|
| 260 |
|
|
|a Madrid :
|b Cultural de Ediciones,
|c 1998-2002.
|
| 300 |
|
|
|a 3 volúmenes :
|b ilustraciones ;
|c 27 cm.
|e 1 CD-ROM (12 cm)
|
| 500 |
|
|
|a Incluye índice analítico y glosario
|
| 505 |
2 |
|
|a Volumen 1. ¿Qué es el marketing?. Marketing estratégico, de servicios e industrial. Investigación de mercados. Política de precios, de producto y de distribución. Política de comunicación -- Volumen 2. Marketing directo. Segmentación y posicionamiento. Logística comercial. El plan de marketing. Cómo implementar la estrategia. Matrices para la toma de decisiones. Servicio al cliente. Auditoría de marketing. Técnicas de presentación y técnicas de reuniones, cursos y seminarios Sistemas de información de marketing -- Volumen 3. Introducción a la dirección de ventas. Planificación. Organización comercial. Selección de vendedores. Formación de vendedores. Motivación de vendedores. Evaluación y control. Auditoría comercial. Las ventas y el marketing. Valoración de vendedores. Comunicación interpersonal. Técnicas de ventas. Ventas por teléfono. Merchandising. Promoción de ventas. Los argumentos de venta. La venta en frío. Cómo vender servicios. Plan de ventas
|
| 650 |
1 |
7 |
|a Mercadeo
|x Administración
|2 Armarc
|
| 650 |
2 |
7 |
|a Administración de ventas
|2 Armarc
|
| 650 |
2 |
7 |
|a Mercadeo
|x Investigaciones
|2 Armarc
|
| 650 |
2 |
7 |
|a Promoción de ventas
|2 Armarc
|
| 650 |
2 |
7 |
|a Promoción de eventos especiales
|2 Armarc
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| 700 |
1 |
|
|a Pujol Bengoechea, Bruno
|e coordinador editorial
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