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by Philip Kotler · Pearson Education (US) · tapa blanda · 801 pages
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Este libro, 'Marketing Management: Analysis, Planning, Implementation and Control', es una guía exhaustiva sobre la gestión de marketing. Escrito por Philip Kotler, aborda el análisis, la planificación, la implementación y el control en el ámbito del marketing. Ideal para estudiantes y profesionales del sector, esta edición ofrece una visión detallada y práctica de las estrategias de marketing.
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."
