by Gary L. Lilien, Philip Kotler · Longman Higher Education · tapa dura · ISBN 9780060440763
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«Marketing Decision Making: A Model-Building Approach» is the marketing textbook by Gary L. Lilien and Philip Kotler, in hardcover (Longman Higher Education).
The work focuses on marketing decision-making through the construction of mathematical models and offers a structured approach to analyzing marketing management problems and evaluating alternatives with quantitative methods.
Published in 1983, it is a revised edition of Philip Kotler's earlier work; includes 875 pages, bibliography and indexes.
It is aimed at university students and marketing professionals who want to base their management decisions on quantitative models.
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."
