by Philip Kotler · Paidos Iberica Ediciones S A · tapa blanda · ISBN 9788449307546
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«El Marketing Según Kotler» is Philip Kotler's marketing manual, published by Paidós Ibérica in paperback (312 pages, in Spanish).
Marketing manual for executives based on Philip Kotler's lectures. Explains how to create, win, and dominate markets and reviews the challenges of the new millennium: databases, relationship marketing, high technology, global and Internet. Also covers segment selection, price competition, and customer retention.
Published in 1999 and translated from the original English «Kotler on Marketing: How to Create, Win, and Dominate Markets», it is part of the Paidós Empresa collection.
Aimed at executives, marketing professionals, and business and economics students.
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."
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