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Markets and the Marketing Environment
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activities advertising allocation alternative American Marketing Association analysis basis behavior brand breakeven budget buyers buying called cent channel Chapter company sales company's competition competitors concept consumer cost creative critical path analysis customers dealers demand determine develop differentiated marketing economic effect estimate evaluation example expenditures factors Figure firm firm's forecast function goals Harvard Business Review ideas important increase industry inventory Journal of Marketing linear programming major manufacturer marginal market share marketing audit marketing decision marketing effort marketing executive Marketing Management marketing mix marketing program marketing research marketing strategy ment method new-product objectives operations Operations Research optimal pany personal selling Philip Kotler physical distribution planning potential price discrimination problem profit promotion purchase response retail Robinson-Patman Act sales force sales manager Sales-Force salesmen segments seller specific stimulate sumer territories tion types variables