by Philip Kotler · Ediciones Paidós · tapa blanda · ISBN 9788449324772
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«El marketing según Kotler» is Philip Kotler's marketing manual, published by Ediciones Paidós in paperback (312 pages, in Spanish).
A synthesis manual in which Philip Kotler condenses the knowledge of his celebrated 'Marketing Management'. In a direct tone, it covers the whole of marketing: from what the consumer needs and desires to developing interest in the brand and winning long-term loyal customers, with a strategic and tactical vision for winning markets.
Volume 67 of the Empresa collection from Ediciones Paidós, translated by Federico Villegas.
For business executives and management students seeking a practical and complete view of marketing.
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."
