MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
03509nam a2200349Ia 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
2914 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
230305s2017 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9780198748571 |
| 043 ## - CÓDIGO DE ÁREA GEOGRÁFICA |
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| Código de área geográfica |
en_UK |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #0 - MENCIÓN DE TÍTULO |
|---|
| Título |
Fundamentals of marketing |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
|
| Nombre del editor, distribuidor, etc. |
Oxford University Press, |
| Fecha de publicación, distribución, etc. |
2017 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xxv, 376 p. |
| Otras características físicas |
ill. |
| Dimensiones |
25 cm. |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
|---|
| Nota de contenido con formato |
Includes case studies and index. |
| Mención de responsabilidad |
-- |
| -- |
Part One: Understanding Customers-- |
| -- |
1:Marketing Principles and Society-- |
| -- |
2:Understanding Customer Behaviour-- |
| -- |
3:Marketing Research and Customer Insight-- |
| -- |
Part Two: Designing and Delivering the Market Strategy-- |
| -- |
4:Marketing Environment and Strategy-- |
| -- |
5:Market Segmentation and Positioning-- |
| -- |
Part Three: Implementing the Marketing Mix-- |
| -- |
6:Proposition and Branding Decisions-- |
| -- |
7:Pricing and Value Creation-- |
| -- |
8:Marketing Communications Principles-- |
| -- |
9:Managing Marketing Communications-- |
| -- |
10:Managing Channels and Distribution-- |
| -- |
Part Four: Managing Marketing Relationship-- |
| -- |
11:Digital and Social Media Marketing-- |
| -- |
12:Services Marketing and Customer Experience Management-- |
| 520 ## - SUMARIO, ETC. |
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| Sumario, etc. |
Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice. ; ; Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. ; Chapter opening case insights, enhanced by online video interviews with marketing specialists from the companies featured, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems. ; Market insights provide a broad range of exciting international examples, including Nestlé, Kopparberg, and YouTube, and confront contemporary issues such as greenwashing, Fairtrade, and sustainability to illustrate the reality of marketing in today's business world. ; Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions. ; End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter. ; An extensive online support package includes tips and information on skills, a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers. |
| 590 ## - NOTA LOCAL (RLIN) |
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| Procedencia (VM) [OBSOLETO] |
Preview available on Google Books. ; Support resources available on publisher's website. |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
|---|
| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| 9 (RLIN) |
1020 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Antonetti, Paolo |
| Término indicativo de función/relación |
Author |
| 9 (RLIN) |
12483 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Fill, Chris, |
| Término indicativo de función/relación |
Author |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Baines, Paul |
| Fechas asociadas al nombre |
1973- |
| Término indicativo de función/relación |
Author |
| 9 (RLIN) |
12484 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Rosengren, Sara |
| Término indicativo de función/relación |
Author |
| 9 (RLIN) |
12485 |
| 856 ## - LOCALIZACIÓN Y ACCESO ELECTRÓNICOS |
|---|
| Identificador Uniforme del Recurso |
<a href="https://books.google.es/books?id=0AapDgAAQBAJ&lpg=PP1&dq=9780198748571&hl=es&pg=PP1#v=onepage&q&f=false">https://books.google.es/books?id=0AapDgAAQBAJ&lpg=PP1&dq=9780198748571&hl=es&pg=PP1#v=onepage&q&f=false</a> |
| 856 ## - LOCALIZACIÓN Y ACCESO ELECTRÓNICOS |
|---|
| Identificador Uniforme del Recurso |
<a href="https://learninglink.oup.com/access/baines-whitehouse-rosengren-antonetti2e">https://learninglink.oup.com/access/baines-whitehouse-rosengren-antonetti2e</a> |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
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| a |
397 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
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| a |
m |
| 911 ## - EQUIVALENCIA O REFERENCIA-CRUZADA-NOMBRE DE CONFERENCIA O REUNIÓN/CONGRESO [LOCAL, CANADÁ] |
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| Nombre de congreso/reunión o jurisdicción como elemento de entrada |
https://biblioteca.tbs-education.es/portadas/9780198748571.jpg |
| 912 ## - |
|---|
| -- |
2017-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
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| -- |
2021-02-16 16:04:27 |
