by Philip Kotler · PRENTICE HALL · tapa blanda · ISBN 9788483221785
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«Introducción al marketing» is the marketing manual by Philip Kotler and other authors, published by Prentice Hall in paperback (496 pages, in Spanish).
It explains the fundamentals of marketing: market and consumer analysis, segmentation and positioning, product design, pricing, distribution and commercial communication. It includes examples and cases oriented to the European context to apply these concepts in real environments.
It is the 2nd European edition and is part of the series «Fuera de colección Out of series». The catalogue places it in the Business and Economics category and in the subject of marketing.
It is aimed at university students and business professionals who want to consolidate the fundamentals 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."
