by Philip Kotler · Pearson · tapa blanda · ISBN 9780130156846
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«Marketing Management: Millennium Edition» is Philip Kotler's marketing manual, published by Pearson in paperback (784 pages, in English).
Reference manual for marketing courses covering strategic direction, market planning, and collaboration between marketing and other business functions. Includes examples of customer-oriented companies and analyzes the impact of e-commerce and the internet on the 21st-century market.
Tenth international edition, published in 2000. Text in English. The work originally appeared in 1967 under the title 'Marketing Management: Analysis, Planning, Implementation, and Control'.
Aimed at students and professionals in marketing and business management seeking a reference work.
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."
