by Philip Kotler, Kevin Lane Keller · Pearson · tapa blanda · ISBN 9780131357976
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This is the 13th edition of 'Marketing Management' which preserves the strengths of previous editions while introducing new material and structure to further enhance learning. It continues to reflect the latest changes in marketing theory and practice, offering a contextually relevant text for students and instructors. Includes case studies and examples.
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."
