by Philip Kotler · Prentice-Hall · tapa blanda · ISBN 9780135634790
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«Marketing Management» is Philip Kotler's marketing manual, published by Prentice-Hall in paperback (816 pages, in English).
Focused on marketing management decisions to align organizational objectives and resources with market needs. Applies marketing to products and services, consumer and industrial markets, and for-profit and non-profit entities. Includes strategic planning, implementation, control, and new technologies.
Seventh edition, published in 1991; a reference work for MBA and marketing strategy courses, originally published in 1967.
Aimed at undergraduate and postgraduate marketing students, as well as professionals and academics 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."
