by Philip Kotler · PEARSON UNIVERSIDAD · tapa blanda · ISBN 9780132613637
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
«Marketing Management» is Philip Kotler's marketing manual, published by Pearson Universidad in paperback (832 pages, in English).
Reference work in marketing education, focused on strategic management: it addresses planning, implementation and control of commercial actions, collaboration between marketing and the rest of the organization, customer orientation and the use of new technologies to improve performance. Includes company examples.
Ninth edition, international edition, published in 1997. The work originally appeared in 1967. ISBN 9780132613637.
Intended for marketing students in MBA programs and university strategy courses, as well as for professionals in the field.
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."
