by Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong · Pearson Education Limited · tapa blanda · ISBN 9780273684565
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This book offers a practical, managerial approach to marketing, with topical examples and applications that show the major decisions that marketing managers face. This edition reflects marketing's ever changing challenges, with revised cases and examples from Europe, the US, Japan, South-East Asia and Africa. It is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
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."
