Description

The 17th edition of Marketing Management by Philip Kotler, co-authored with Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh, is an authoritative guide that explores the ever-changing landscape of marketing. This edition offers in-depth insights into the disruptions caused by globalization, technological advancements, and the rise of digital platforms. It equips readers with the latest strategies, frameworks, and tools necessary to navigate these shifts. The book emphasizes the critical importance of understanding consumer behavior, analysing competitive environment and collaborative opportunities to develop effective marketing strategies, and utilizing data analytics to drive informed decision-making. Now enriched with Indian case studies and perspectives on contemporary businesses, this edition strikes a perfect balance between academic rigor and practical relevance. It serves as an invaluable resource for students and professionals alike, helping them thrive in the dynamic world of marketing.