by Philip Kotler · Prentice Hall · tapa dura · ISBN 9780135579756
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«Marketing Management: Analysis, Planning, and Control» is Philip Kotler's marketing manual, published by Prentice Hall in hardcover (722 pages).
Reference manual that studies marketing management from a managerial orientation, combining analysis, planning and control with a multidisciplinary perspective and universal applications; designed to understand the function of marketing in the company and the market.
The work was originally published in 1967; the text is in English and includes bibliographic references and indexes.
Reference work for marketing students and professionals who want to consolidate the fundamentals of commercial management.
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."
