Core Curriculum Transition Guide for Dirección De Marketing, 14 Ed. Kotler & Keller This guide maps the topic coverage of each textbook chapter to specific Core Curriculum Readings. Register or log in as a Premium Educator on the HBP for Educators web site to add the full list of Core Curriculum Readings to your library. For textbook chapters without a corresponding Core Curriculum Reading, see the alternative materials recommended below.
Direccion De Marketing, 14 Ed. Kotler
Corresponding Core Curriculum Reading(s)
Chapter 1: La definición del marketing para el siglo XXI
Framework for Marketing Strategy Formation, Spanish Version #8153
Chapter 2: Desarrollo de estrategias y planes de marketing
Framework for Marketing Strategy Formation, Spanish Version #8153
Chapter 3: Recopilación de información y pronósticos de la demanda
Marketing Intelligence, Spanish Version #8191
Chapter 4: Investigación de mercados
Marketing Intelligence, Spanish Version #8191
Chapter 5: Creación de relaciones de lealtad de largo plazo
Creating Customer Value, Spanish Version #8176 Additional coverage in: o Customer Centricity, Spanish Version #8171
Chapter 6: Análisis de los mercados de consumo
Consumer Behavior and the Buying Process, Spanish Version #8167
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Chapter 7: Análisis de los mercados empresariales
Business-to-Business Marketing, Spanish Version #8145
Chapter 8: Identificación de segmentos de mercado y mercados meta
Segmentation and Targeting, Spanish Version #8219
Chapter 9: Creación de brand equity
Brands and Brand Equity, Spanish Version #8140
Chapter 10: Estrategias de posicionamiento de marcas
Brand Positioning, Spanish Version #8197
Chapter 11: Las relaciones con la competencia
Competitive Strategies, Spanish Version #8158
Chapter 12: Establecimiento de la estrategia de productos
Product Policy, Spanish Version #8208
Chapter 13: Diseño y gestión de servicios
Product Policy, Spanish Version #8208
Chapter 14: Desarrollo de estrategias y programas de precios
Pricing Strategy, Spanish Version #8203
Chapter 15: Diseño y gestión de los canales integrados de marketing
Developing and Managing Channels of Distribution, Spanish Version #8149
Chapter 16: Gestión de la distribución minorista, de la venta mayorista y de la logística de mercado
Developing and Managing Channels of Distribution, Spanish Version #8149
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Chapters 17: Diseño y gestión de comunicaciones integradas de marketing
Marketing Communication #8186, Spanish Version (forthcoming in 2016) Additional coverage in: o Digital Marketing, Spanish Version #8224
Chapter 18: Gestión de las comunicaciones masivas: publicidad, promociones de ventas, eventos, experiencias y relaciones públicas
Marketing Communication #8186, Spanish Version (forthcoming in 2016)
Chapter 19: Gestión de las comunicaciones personales: marketing directo e interactivo, recomendación de boca en boca y ventas personales
Sales Force Design and Management, Spanish Version #8213
Chapter 20: Lanzamiento de nuevas ofertas de mercado
Product Policy, Spanish Version #8208
Chapter 21 Acceso a los mercados globales
Global Marketing, Spanish Version #8182
Chapter 22: Gestión de una organización de marketing holístico a largo plazo
Additional coverage in: o Digital Marketing, Spanish Version #8224
Alternative recommendations from the HBP catalog: Marketing Implementation #585024 (Note)
800.545.7685 (Outside the U.S. and Canada 617.783.7600) |
[email protected] | hbsp.harvard.edu
