by Philip Kotler, Gary Armstrong · Pearson Universidad · tapa blanda · ISBN 9786073217224
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This book, 'Fundamentals of Marketing', is an eleventh edition by Philip Kotler and Gary Armstrong, published by Pearson Educación in 2012. The book is written in Spanish and offers a dynamic and updated approach to learning and teaching marketing, balancing the depth of coverage with ease of understanding. Aimed at tertiary education students, this 506-page text is a valuable tool for those seeking to understand the fundamental principles of 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."
