by Philip Kotler · Peason Education International · tapa blanda · ISBN 9788120320833
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«Marketing Management» is Philip Kotler's marketing management handbook, published by Pearson Education International in paperback, in English.
Reference work covering the essential principles of marketing management: market analysis, product administration, sales channels, and commercial strategies. It offers a broad view of the discipline, aimed at students and professionals seeking to understand how to plan and execute marketing actions in different environments.
It corresponds to the eleventh edition and carries the Eastern Economy Edition imprint. It falls under the Business and Economics category.
Intended for students and professionals in marketing and business who want a comprehensive work on the discipline.
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."
