Marketing de ciudades (Acción Empresarial)

by Philip Kotler, Milton Kotler

El nuevo paradigma del marketing se centra en el poder econOmico de las ciudades de alto crecimiento o megaciudades. Marketing de ciudades es un fascinante anAlisis de la nueva direcciOn del marketing necesaria en un contexto de creciente urbanizaciOn y en pleno cambio de la economIa global.

Philip Kotler y Milton Kotler explican cOmo este nuevo rumbo de gestiOn empresarial se debe centrar en el poder econOmico de las principales ciudades globales y de sus regiones metropolitanas, y cOmo la fortuna y el progreso de estas ciudades y de las empresas que operan en su territorio estAn estrechamente relacionadas.

252 pages, Paperback

First published January 1, 2014

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Kelly · Rating 3 out of 5]

Phil Kotler is a genius marketer, and I loved that this work merged his marketing genius with my heavy interest in city-led economic development.

[Joe Kurtek · Rating 2 out of 5]

Ehh - it was ok. I wouldn't recommend.