by Ignacio Cruz, Philip Kotler · PRENTICE HALL · tapa blanda · ISBN 9788483222089
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«Dirección de marketing» is the marketing manual by Philip Kotler and Ignacio Cruz, published by Prentice Hall in paperback (848 pages, in Spanish).
Manual for MBA and marketing strategy courses: addresses marketing management as a discipline combining theory and practice, with attention to sector changes and the planning of commercial strategies.
It is the tenth edition, published in 1999 and presented on the cover as «La edición del milenio». The original title of the work is «Marketing Management: Analysis, Planning, Implementation, and Control».
Aimed at MBA and marketing students, as well as professionals wishing to update their knowledge of the discipline.
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."
