by Philip Kotler, John A. Caslione · Ediciones Deusto · tapa blanda · ISBN 9788498750966
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«La ciencia del caos» is the management and marketing essay by Philip Kotler and John A. Caslione, published by Ediciones Deusto in paperback (232 pages).
Philip Kotler and John A. Caslione analyze how companies can face an unpredictable economic environment and live with uncertainty, and propose planning and marketing strategies to reduce vulnerability, protect the business and spot opportunities amid the crisis.
Original title: «Chaotics». Published in 2008, part of the collection «Los mejores libros del management 2.0», number 1.
For executives, marketing managers and business leaders operating in volatile environments.
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."
