by Philip Kotler, Kevin Lane Keller · Tapa blanda · ISBN 9788120327993
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«Marketing Management» is the marketing manual by Philip Kotler and Kevin Lane Keller, published in 2006 by Prentice-Hall of India (729 pp., in English).
A reference work that comprehensively examines the discipline of marketing: from market analysis and strategy formulation to practical implementation and results control in the company.
This corresponds to the 12th edition of this reference work, whose first version was published in 1967; includes bibliographic references and indexes.
Aimed at marketing students and professionals seeking a reference work to understand current 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."
