by Philip Kotler · Tapa blanda · ISBN 9782857900924
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«Marketing Management» is the marketing manual by Philip Kotler and Bernard Dubois, published by Publi-Union in paperback, in French.
A reference work on marketing management with a managerial orientation, analytical approach and multidisciplinary perspective. It presents concepts and methods for planning and controlling commercial activity, and includes examples and applications for decision-making in changing markets, giving the reader practical tools.
This corresponds to the 8th French edition, published in Paris in 1994 by Publi-Union; French translation of «Marketing Management: Analysis, Planning and Control».
Aimed at students and professionals in marketing and business management looking for a complete reference on commercial management.
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."
