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  <titleInfo>
    <title>Dirección de marketing</title>
  </titleInfo>
  <name type="personal">
    <namePart>Kotler, Philip</namePart>
    <role>
      <roleTerm authority="marcrelator" type="text">creator</roleTerm>
    </role>
  </name>
  <name type="personal">
    <namePart>Keller, Kevin</namePart>
    <role>
      <roleTerm authority="marcrelator" type="text">creator</roleTerm>
    </role>
  </name>
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  <originInfo>
    <place>
      <placeTerm type="code" authority="marccountry">xxu</placeTerm>
    </place>
    <place>
      <placeTerm type="text">México</placeTerm>
    </place>
    <publisher>Pearson Educación</publisher>
    <dateIssued>2016</dateIssued>
    <edition>15 edición</edition>
    <issuance>monographic</issuance>
  </originInfo>
  <language>
    <languageTerm authority="iso639-2b" type="code">spa</languageTerm>
  </language>
  <language>
    <languageTerm authority="iso639-2b" type="code">ESP</languageTerm>
  </language>
  <physicalDescription>
    <form authority="marcform">print</form>
    <extent>832 páginas </extent>
  </physicalDescription>
  <subject>
    <topic>MARKETING</topic>
  </subject>
  <subject>
    <topic>MERCADEO</topic>
  </subject>
  <subject>
    <topic>CLIENTES</topic>
  </subject>
  <subject>
    <topic>MERCADOS EMPRESARIALES</topic>
  </subject>
  <subject>
    <topic>MERCADOS GLOBALES</topic>
  </subject>
  <subject>
    <topic>MARCAS</topic>
  </subject>
  <subject>
    <topic>ESTRATEGIA DE PRODUCTOS</topic>
  </subject>
  <subject>
    <topic>PUBLICIDAD</topic>
  </subject>
  <subject>
    <topic>COMUNICACIONES DIGITALES</topic>
  </subject>
  <subject>
    <topic>FACEBOOK</topic>
  </subject>
  <subject>
    <topic>HOLISMO</topic>
  </subject>
  <subject>
    <topic>OPORTUNIDADES DE MERCADO</topic>
  </subject>
  <subject>
    <topic>PRONÓSTICOS DE LA DEMANDA</topic>
  </subject>
  <subject>
    <topic>MERCADOS DE CONSUMO</topic>
  </subject>
  <subject>
    <topic>MERCADOS META</topic>
  </subject>
  <subject>
    <topic>POSICIONAMIENTO DE MARCAS</topic>
  </subject>
  <subject>
    <topic>CAPITAL DE MARCA</topic>
  </subject>
  <subject>
    <topic>ADMINISTRACIÓN DE SERVICIOS</topic>
  </subject>
  <subject>
    <topic>OFERTAS DE MERCADO</topic>
  </subject>
  <subject>
    <topic>COMUNICACIONES MASIVAS</topic>
  </subject>
  <classification authority="ddc">658.8 K87di15</classification>
  <identifier type="isbn">9786073237000</identifier>
  <recordInfo>
    <recordCreationDate encoding="marc">150608</recordCreationDate>
    <recordChangeDate encoding="iso8601">20240307161537.0</recordChangeDate>
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