by Philip Kotler · Elsevier · tapa blanda · ISBN 9788535211658
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This book by Philip Kotler, titled 'Marketing de A a Z', is a review of the basic concepts of marketing. The author presents 80 concepts considered critically important in an accessible and easy-to-understand format. The book covers marketing concepts from a current perspective and is intended for marketing professionals or general readers who want to update their knowledge of the essential ideas in marketing and learn about the latest thinking on high-performance 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."
