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by Philip Kotler, John T. Bowen, James C. Makens · Pearson · tapa blanda · ISBN 9780132017732
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Este libro de Philip Kotler, John T. Bowen y James C. Makens, es una guía completa e innovadora sobre marketing en el sector de la hostelería y el turismo. Con un enfoque práctico y ejemplos del mundo real, este libro es ideal tanto para estudiantes como para profesionales del sector. Cubre las principales decisiones que los gerentes de marketing de hostelería enfrentan en sus esfuerzos por equilibrar objetivos y recursos frente a las necesidades y oportunidades en el mercado global actual. Esta edición incluye casos prácticos y ejercicios interactivos para una mejor comprensión de las estrategias de 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."
