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ISBN: 9780273786993
El libro 'Principles of Marketing' de Philip Kotler y Gary Armstrong, es una guía completa sobre los fundamentos del marketing. Esta edición, organizada en torno a un marco de valor para el cliente, explora cómo las empresas crean valor y ganan clientes leales. Con ejemplos actualizados, el libro muestra cómo los profesionales del marketing se adaptan a la economía actual, centrándose en propuestas de valor sólidas para satisfacer las necesidades de los consumidores.
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."
