by Philip Kotler, Milton Kotler · LID Editorial Empresarial, S.L. · tapa blanda · ISBN 9788483565087
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«8 maneras de crecer» is the marketing essay by Philip Kotler and Milton Kotler, published by LID Editorial Empresarial in paperback (264 pages).
The book argues that companies can grow even in low-growth economies or recession. It examines eight paths, including gaining market share, building customer loyalty, strengthening the brand, innovating, expanding internationally, and consolidating reputation. It includes practical cases of Spanish companies such as Leroy Merlin and Atrápalo.
This is the first edition, published in 2014 in the Acción empresarial collection; the translation was done by María de Ancos Rivera.
Aimed at marketing managers and executives seeking opportunities and growth strategies for their companies.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
