by Philip Kotler, Milton Kotler · LID Editorial Empresarial, S.L. · tapa blanda · ISBN 9788483569399
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«Marketing de ciudades» is the marketing essay by Philip Kotler and Milton Kotler, published by LID Editorial Empresarial in paperback (252 pages).
The work argues that the marketing of large companies must focus on global cities and their metropolitan regions, where high growth is concentrated. It analyzes how multinationals must adjust their corporate culture and entire value chain to that urban reality, and how the fortunes of cities and companies are interconnected.
Part of the Acción Empresarial collection. First edition published in 2016.
Recommended reading in marketing and international trade schools, aimed at professionals and students in the sector.
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."
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