by Philip Kotler, Gary Armstrong · PRENTICE HALL · tapa blanda · ISBN 9788483226766
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This book is a comprehensive introduction to the world of marketing, ideal for students and professionals looking to understand the fundamentals and latest trends in this discipline. Adapted for the Spanish context, the text includes relevant case studies and updated studies on responsible social marketing and digital technologies. With a clear and concise approach, this book provides a solid foundation for developing effective marketing strategies tailored to the needs of today's market.
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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