Dirección de marketing / (Record no. 209)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02371nam a22003257a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | URBE |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20210706160237.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION | |
| fixed length control field | a||||gr|||| 001 0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190710b mx a|||grb||| 001 0 spa d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9786073212458 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | UNAMX |
| Language of cataloging | spa |
| Transcribing agency | UNAMX |
| Modifying agency | URBE |
| 041 1# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | spa |
| Language code of original and/or intermediate translations of text | eng |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.13 |
| Item number | K64 2012 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Edition number | 22 |
| Classification number | 658.8 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Relator code | Kotler, Philip. |
| Relator term | autor |
| 240 10 - UNIFORM TITLE | |
| Uniform title | <a href="Marketing management.">Marketing management.</a> |
| 245 10 - TITLE STATEMENT | |
| Title | Dirección de marketing / |
| Statement of responsibility, etc | Philip Kotler, Kevin Lane Keller ; traducción María Astrid Mues Zepeda, Mónica Martínez Gay |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Decimocuarte edición |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | México : |
| Name of publisher, distributor, etc | Pearson Educación, |
| Date of publication, distribution, etc | 2012 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxii, 785 páginas : |
| Other physical details | ilustraciones. |
| 500 ## - GENERAL NOTE | |
| General note | Traducción de: Kotler, Philip: Marketing management |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Incluye índice, glosario y bibliografía. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | La definición del marketing para el siglo XXI -- Desarrollo de estrategias y planes de marketing -- Recopilación de información y pronósticos de la demanda -- Investigación de mercados -- Creación de relaciones de lealtad de largo plazo -- Análisis de los mercados de consumo -- Análisis de los mercados empresariales -- Identificación de segmentos de mercado y mercados meta -- Creación de brand equity -- Estrategias de posicionamiento de marcas -- Las relaciones con la competencia -- Establecimiento de la estrategia de productos -- Diseño y gestión de servicios -- Desarrollo de estrategias y programas de precios -- Diseño y gestión de los canales integrados de marketing -- Gestión de la distribución minorista, de la venta mayorista y de la logística de mercado -- Diseño y gestión de comunicaciones integradas de marketing -- Gestión de las comunicaciones masivas: publicidad, promociones de ventas, eventos, experiencias y relaciones públicas -- Gestión de las comunicaciones personales: marketing directo e interactivo, recomendación de boca en boca y ventas personales -- lanzamiento de nuevas ofertas de mercado -- Acceso a los mercados globales -- Gestión de una organización de marketing holístico a largo plazo -- Apéndice: Plan de marketing para Sonic y ejercicios. |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Mercadotecnia |
| General subdivision | Administración |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | MBA625 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Keller, Kevin Lane, |
| Dates associated with a name | 1956- |
| Relator term | autor |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Escalona García, Roberto Luis, |
| Relator term | traductor |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type | Date checked out |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 07/10/2019 | Purchase | HF5415.13 K64 2012 Copy 1 | 0413 | 04/29/2020 | 1 | 07/10/2019 | Books | ||||||
| Library of Congress Classification | Non-fiction | URBE Library | URBE Library | General Stacks | 07/10/2019 | purchase | 1 | HF5415.13 K64 2012 Copy 2 | 0414 | 08/27/2021 | 2 | 07/10/2019 | Books | 06/23/2021 |