by Philip Kotler, Kevin Lane Keller · Pearson College Div · tapa dura · ISBN 9780131457577
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This book, 'Marketing Management', is the 12th edition of a work that has been a reference in the field of marketing. Written by Philip Kotler and Kevin Lane Keller, it offers a complete and updated view of marketing strategies and tactics. The book is designed for students and professionals looking to improve their knowledge and skills in the area of marketing, covering everything from the fundamentals to the latest trends and technologies.
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."
