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20121207145627.0 |
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|a 9701008944
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|z 0070611150
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|a Sistema Bibliotecario Universidad de El Salvador
|b spa
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| 100 |
1 |
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|a Stanton, William J.
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| 240 |
1 |
0 |
|a Fundamentals of marketing.
|l Español
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| 245 |
1 |
0 |
|a Fundamentos de marketing /
|c William J. Stanton, Michael J. Etzel, Bruce J. Walker ; traducción Rosa María Rosas Sánchez; revisión técnica Ezequiel Teyssier Mont, Salvador Mercado Villagra.
|
| 250 |
|
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|a 10a ed., 6a en español.
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| 260 |
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|a México D. F. :
|b McGraw-Hill,
|c c1996.
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| 300 |
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|a xxix ,885 p. :
|b il. mapas ;
|c 25 cm.
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| 500 |
|
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|a Traducido de: Fundamentals of marketing.
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| 504 |
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|a Bibliografía al afinal de cada capítulo e índice.
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| 505 |
0 |
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|a Prefacio -- Prólogo a la edición en español -- Cap. 1. El campo del marketing -- Cap. 2. El ambiente cambiante del marketing -- Cap. 3. Planeación estratégica y pronósticos -- Cap. 4. Investigación e información de mercados -- Cap. 5. Segmentación del mercado y estrategias del mercado meta -- 6. Comportamiento de compra del consumidor -- Cap. 7. El mercado empresarial -- Cap. 8. Planeación y desarrollo del producto -- Cap. 9. Estrategias de la mezcla de productos -- Cap. 10. Marcas, empaque y otras características del producto -- Cap. 11. Determinación del precio -- Cap. 12. Estrategias de precios -- Cap. 13. Canales de distribución -- Cap. 14. Venta al detalle -- Cap. 15. Ventas al mayoreo y distribución física -- Cap. 16. El programa promocional -- Cap. 17. Venta personal y administración de ventas -- Cap. 18. Publicidad, promoción de ventas y relaciones públicas -- Cap. 19. Marketing de servicios en empresas lucrativas y no lucrativas -- Cap. 20. Marketing internacional -- Cap. 21. Instrumentación y evaluación del marketing -- Cap. 22. Evaluación y perspectivas del marketing -- Glosario -- Créditos de las fotografías -- Índice.
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| 650 |
|
7 |
|a Mercadeo.
|2 lemb
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| 700 |
1 |
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|a Etzel, Michael J.
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| 700 |
1 |
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|a Mercado Villagra, Salvador
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| 700 |
1 |
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|a Rosas Sánchez, Rosa María
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| 700 |
1 |
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|a Teyssier Mont, Ezequiel
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| 700 |
1 |
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|a Walker, Bruce J.
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