Lectura

Kotler, P. & Keller, K. (2012). Análisis de los

mercados empresariales. En Domínguez,
G. (Ed.), Dirección de marketing (pp.
186-189 y 195-201). México: Pearson
Educación.

El presente texto ha sido seleccionado de manera exclusiva para el presente curso. Queda prohibida su difusión y reproducción por
cualquier medio o procedimiento, total o parcialmente fuera del marco del curso.
  








  






  




  






































     

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 










 






































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 



















 




               

  

  


  

  
  



  









     

















































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 









     










    
 

















   


 
    
    
    
    
    
    
    
    
    




            






 




























  
            

  



  








              

     



        


   




 

     

     

  

 
   
 
 
 





 



  


  






  









   








 




























 












   
 
 
    

     
     
     
     
     
     

     





            














   

 
 
 

     





  




  


  


  



  














































 


 

 




  


  

  






 



















             
                 




     











































             












