by Philip Kotler, Gary Armstrong, Gordon H. G. McDougall · Prentice-Hall of Canada · ISBN 9780135584958
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«Marketing: An Introduction» is the marketing manual by Philip Kotler, Gary Armstrong and Gordon McDougall, in hardcover, published by Prentice-Hall of Canada.
An introductory work presenting the fundamentals of marketing and its management: the essential concepts of the discipline, the role of the commercial function in the organization, and the keys to directing it effectively.
Canadian edition of 1988, with xx + 572 pages in English; published in Scarborough (Ontario) and classified under the subjects of Marketing and Marketing—Management.
Aimed at marketing students and professionals seeking a first structured approach to the discipline and its business management.
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."
