by Philip Kotler, John A. Caslione · Gestión 2000 · tapa blanda · ISBN 9788498750508
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In 'The Science of Chaos,' Philip Kotler and John A. Caslione explore how companies can navigate and thrive in times of economic turbulence. Through examples of resilient companies and analyses of business failures, the authors offer a system to minimize vulnerability and seize opportunities in a chaotic environment. This book provides a roadmap for business leaders seeking to survive and succeed in the age of turbulence, offering strategies to anticipate threats and respond effectively to market challenges.
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."
