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ISBN: 9786073217224
Este libro, 'Fundamentos de Marketing', es una undécima edición de Philip Kotler y Gary Armstrong, publicado por Pearson Educación en 2012. El libro está escrito en español y ofrece un enfoque dinámico y actualizado para el aprendizaje y la enseñanza del marketing, equilibrando la profundidad de la cobertura con la facilidad de comprensión. Dirigido a estudiantes de educación terciaria, este texto de 506 páginas es una herramienta valiosa para aquellos que buscan comprender los principios fundamentales del 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."
