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by Philip Kotler, David Hessekiel, Nancy R. Lee · LID Editorial Empresarial, S.L. · tapa blanda · 402 pages
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Lo bueno funciona es un libro que explora la integración del marketing y las iniciativas sociales corporativas en los objetivos de negocio. Los autores, Philip Kotler, David Hessekiel y Nancy R. Lee, ofrecen consejos prácticos para generar un impacto social positivo y obtener resultados financieros significativos. Este libro está dirigido a creadores de negocio con la capacidad de generar un impacto social positivo y resultados financieros importantes, mostrando cómo el marketing con propósito social se ha convertido en una herramienta esencial para las empresas.
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."
