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|a Hoyos Ballesteros, Ricardo
|e autor
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|a Plan de marketing :
|b diseño, implementación y control /
|c Ricardo Hoyos Ballesteros.
|
| 250 |
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|a Primera edición
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| 264 |
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1 |
|a Bogotá :
|b Ecoe Ediciones,
|c [2013].
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| 264 |
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4 |
|c ©2013
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| 300 |
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|a 203 páginas :
|b ilustraciones ;
|c 24 cm.
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|a texto
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|a sin mediación
|2 rdamedia
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|a volumen
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|a Generalidades del plan de marketing -- El papel del marketing en las empresas: misión, objetivos y funciones -- Modelo integral de gestión de marketing CASAR (capturar, sostener y aumentar clientes) -- La planeación estratégica de marketing -- Elementos del plan de marketing -- Elaboración del pronóstico de ventas (Forecast) -- Evaluación del desempeño de marketing: la auditoria de marketing -- La auditoría del servicio al cliente a través de la observación participante: "el cliente incógnito" -- Vademécum estratégico
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|a Análisis de mercadeo
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|a Servicio al cliente
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