2

2


5
3

1
KOTLER, Philip y ARMSTRONG, Gary; Fundamentos de Marketing. 6ta. Edicin. Prentice Hall. Pg. 20
2
STANTON, ETZEL Y WALKER: Fundamentos de Marketing 13a. Edicin. Mc Graw Hill Interamericana.
Pg. 10-11
3
MCCARTHY Y PERRAULT, MCGRAW; Marketing Planeacin Estratgica de la Teora a la Prctica. 1er.
Tomo. Hill. Pg. 36-37
4
AMA, Committee on Definitions, 1960. Pg. 15
5
LAMBIN, Jean-Jacques; Marketing Estratgico. MCGraw. Pg. 5

6
4

7
5


8

6



9

2
5

95





952

955



956

957

6
Marketing Staff of the Ohio State University, 1965. Pg. 43-44
7
Stanton, 1969
8
AMA, 1985
9
Miguel Satesmases Mestre, 1996
959

96




96


96
963

967

968

969

97

97





972







973
975

976

977



978

98



98






982
5

983
69




985

986
5

22

969

22

969

222

72

73

25
25






26