by Philip Kotler · Free Press · tapa blanda · ISBN 9780684860473
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«Kotler on Marketing» is Philip Kotler's marketing guide, published by Free Press in paperback (272 pages, in English).
Practical manual in which Kotler condenses his marketing strategies and tactics. It explains how to create, win, and dominate markets, starting from consumer needs to build valuable brands and achieve long-term loyal customers. The book combines expository clarity and rigor, ordering chapters from strategy to tactics.
The cover bears the subtitle «How to Create, Win and Dominate Markets»; this edition was published on August 20, 2001.
For executives, marketing professionals, and business students who want a comprehensive and practical view 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."
