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Marketing Management
by Philip Kotler · Pearson · tapa dura · 784 pages
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Pages: 784 pagesAuthor: Philip KotlerPublisher: PearsonFormat: tapa duraLanguage: enRelease date: 19/7/1999ISBN: ISBN 9780130122179
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Synopsis of Marketing Management
Este libro, un éxito de ventas a nivel mundial, destaca las tendencias y desarrollos más recientes en el marketing global, con énfasis en la importancia del trabajo en equipo entre el marketing y todas las demás funciones del negocio. Introduce nuevas perspectivas en la planificación estratégica de marketing exitosa y presenta ejemplos adicionales de empresas con acciones creativas, centradas en el mercado e impulsadas por el cliente. Cubre temas como la construcción de la satisfacción del cliente, la planificación estratégica orientada al mercado, el análisis de los mercados de consumo y el comportamiento del comprador, el trato con la competencia, el diseño de estrategias y programas de precios y la gestión de la fuerza de ventas. Ideal para gerentes de marketing que desean aumentar su comprensión de los principales problemas del marketing estratégico, táctico y administrativo, junto con las oportunidades y necesidades del mercado en los años venideros.
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About the author
Philip Kotler
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."
Born in 1931619 titles published
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