by Philip Kotler, Dionisio Cámara, Ildefonso Grande · Prentice Hall (Higher Education Division, Pearson Education) · tapa blanda · ISBN 9780132405324
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«Dirección de Marketing» is the marketing manual by Philip Kotler, Dionisio Cámara and Ildefonso Grande, published by Prentice Hall in paperback (851 pages).
A reference work on the principles and practices of marketing management. It covers the essential strategies and techniques for guiding a company's commercial activity, with application to various sectors and industries.
Published in 1995, it is a translation of the eighth edition of Marketing management, revised by Teresa Orbis. Includes bibliography and index.
For marketing students and professionals who wish to delve deeper into company management and commercial strategies.
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."
