Philip Kotler a renowned economist American specialist in marketing that has set the tone in the marketing world for decades. His work and guidance have been reflected in his successful publications that serve as a guide and preference to the most astute of marketing.
His definition of marketing as: "It is a social and administrative process by which groups and individuals get what they need and want. through generating, offering and exchanging valuable products with their peers ”, is considered one of the most consistent and realistic of such concept.
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This famous economist, shares his most strategic vision in his publication "Marketing direction"Where he develops ideas that envision the field of marketing in a more timely and profound way. He indicates in the text that the sale of goods and services making use of a great variety of direct and indirect channels makes the specialists of the marketing explore new forms of communication, customers increasingly inform their service providers how, when and where they want to buy what offering and sharing their shopping experience more often and faster through blogs, email, and other digital tools to do it.
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This publication refers to the changes that he experiences in the discipline of marketing that have taken place in recent years, emphasizing the following topics:
- Business Orientation: pay special attention to the most important decisions that a manager must face and the firmness in the effort he makes to harmonize the objectives, resources and capacities of the organization, considering at all times the needs and opportunities offered by the market.
- Analytical Approach: at this point he provides tools and conceptual frameworks in order to carry out an in-depth analysis of the most frequent problems that arise in marketing management.
- Multidisciplinary Perspective- highlights important findings in other scientific disciplines such as behavioral science, economics, mathematics, and theory management, thereby creating concepts and tools that are directly applicable to the challenges presented by the marketing.
- Universal Applications: uses strategic thinking to everything that refers to marketing: places, services, people, products, ideas, causes and information, consumer markets, for-profit or non-profit organizations, industrialists, among others
This publication covers all those topics that a well-informed marketing manager must understand in order to carry out a practical marketing strategy.
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