In the last 40 years the Professor Kotler He has been recognized with innumerable awards and accolades due to his impeccable track record and importance of his thinking and strategies aimed at improving marketing.
Your publication "Fundamentals of Marketing" makes the route of teaching and learning more about marketing easier and more productive. It thus represents a very effective text to impart learning or learn marketing. Those who venture into the study of marketing want to get a complete and comprehensive picture of basic marketing practices and principles without having to dive into a sea of details that manage to overwhelm them, for that reason they are in the search of a text that offers such characteristics, as it offers them this publication of the professor Kotler.
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The text has a delicate balance between deep coverage and easy understanding, providing a complete perspective of the topic, without overdoing the texts, or offering complex content, thanks to its moderate length it can be completed in a quarter or semester.
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Marketing Fundamentals aims to facilitate the teaching of marketing in a simple and effective way, with an accessible style ideal for beginners, explaining the concepts to through many examples of situations that have arisen in recognized companies and others not so much where they evaluate and solve the problems of marketing.
It also presents the most current marketing ideas establishing a unified and innovative scheme that places it as an art, as the science of creating value for customers with the purpose of capturing the value of customers in the future, taking into account that currently the latter is decisive, which results in the urgency of knowing the needs consumer desires, in order to make the best decision about which markets the organization should select and thus develop a proposal that attracts and satisfies customers. consumers.
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The publication has its fundamentals in five topics of great importance that represent the axis of development of the contents in it, which are: creating value for clients to capture value from them in return, building and managing strong brands to create brand equity, performance measurement and management on marketing, leveraging new marketing technologies and ultimately sustainable marketing around the world.
