MARKETING INSIGHTS FROM A TO Z: 80 CONCEPTS EVERY MANAGER NEEDS TO KNOW (CONTIENE SUBRAYADOS)

DE Philip Kotler. Wiley Sons, 2003. Texto en inglés. 192 pp. 23 x 16. Tapa dura con sobrecubierta de editorial ilustrada. Sin subrayados. Perfecto estado de conservación. ISBN: 9780471268673.. The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing#s fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department.