by Philip Kotler, Gary Armstrong · Pearson Universidad Consumo Mat.Compleme · tapa blanda · ISBN 9786073238458
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Fundamentos de Marketing, 13th edition, is a Spanish textbook by Philip Kotler and Gary Armstrong, published by Pearson Educación. This book introduces the reader to the world of marketing in a practical and engaging way, incorporating real-life examples. The book addresses the fundamental concepts of marketing and provides tools for learning and applying these concepts.
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."
