According to authors Philip Kotler and Gary Armstrong, the basic model of consumer decision making involves a 5 step process: need recognition; information search; evaluation of alternatives ...

Kellogg Professor Philip Kotler didn't set out to write the Harry Potter of business school textbooks, but 40 years after its publication Marketing Management is still flying off the shelves. A ...

Philip Kotler (born 1931 ... 12th edition has over 800 pages). Gary Hamel said of it: “There are few MBA graduates alive who have not ploughed through Kotler's encyclopaedic textbook and ...