by Philip Kotler, Kevin Lane Keller · Pearson · tapa blanda · ISBN 9780137131846
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«A Framework for Marketing Management» is the marketing management handbook by Philip Kotler and Kevin Lane Keller (Pearson, paperback, 384 pages, in English).
Reference work for marketing courses that condenses the key concepts of management and commercial strategy: market and consumer analysis, segmentation, brand value creation, loyalty, product life cycle and mass communication, with attention to the global economy and 21st-century marketing.
The work corresponds to the fourth international edition, published in 2009.
Conceived as a textbook for marketing and commercial management courses in university undergraduate and postgraduate programs.
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."
