Name: The Winning Global Markets (en Inglés)
SKU: 46538193
Price: 546.15 MXN
Availability: InStock
Author: Philip Kotler
ISBN: 9781118893814

portada The Winning Global Markets (en Inglés)

Formato

Libro Físico

Autor

Philip Kotler

Milton Kotler

Editorial

Wiley

Idioma

Inglés

Encuadernación

Tapa Dura

Dimensiones

24.3x16.1x2.7 cm

Peso

0.48 kg.

ISBN13

9781118893814

Categorías

Ventas y marketing

The Winning Global Markets (en Inglés)

Philip Kotler (Autor) · Milton Kotler (Autor) · Wiley · Tapa Dura

Libro Nuevo Importado

Envío: 15 a 20 días háb.

$ 992.99$ 546.15

-45%

Costos de importación incluídos en el precio ✅

Libro Nuevo

Quedan 50 unidades

$ 546.15

¡Envío Gratis! Llega entre el 09 Sep y el 18 Sep a CUAUHTÉMOC, Ciudad de México. Seleccionar ubicación

Agregar a lista de deseos

Reseña del libro "The Winning Global Markets (en Inglés)"

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth, and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.

Philip Kotler

(Autor)

Ver Página del Autor

Philip Kotler (n. 1931) es un economista y profesor estadounidense, considerado una de las máximas autoridades mundiales en mercadotecnia. Doctorado en Economía por el MIT y con estudios en la Universidad de Chicago y Harvard, ha ejercido gran parte de su carrera en la Kellogg School of Management de la Northwestern University. Su visión ha transformado la disciplina del marketing, pasando de un enfoque meramente comercial a una perspectiva integral que incluye la responsabilidad social, la sostenibilidad y la innovación tecnológica.

Autor de más de sesenta libros, entre los que destaca Marketing 6.0, Kotler ha introducido conceptos que hoy son pilares de la gestión empresarial, como el marketing social, el marketing 3.0 y la importancia del valor compartido. Su obra ha sido traducida a decenas de idiomas y utilizada como referencia académica en todo el mundo, consolidándolo como un pensador clave en la evolución del marketing contemporáneo.

Ver menos