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by Philip Kotler, Gary Armstrong, Gordon H. G. McDougall · Prentice-Hall of Canada · 572 pages
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Este libro es una introducción al marketing, escrito por Philip Kotler, Gordon H. G. McDougall y Gary Armstrong. Publicado por Prentice-Hall of Canada en 1988, esta edición canadiense cuenta con 572 páginas y está dirigida a estudiantes y profesionales del marketing. Cubre los fundamentos del marketing y su gestión.
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."
