Recommended by: Githa Heggde

Summary: 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.

Contents:

PART 1: Fundamentals of Marketing Management –

1. Defining Marketing for the New Realities 2. Marketing Planning and Management .

PART 2: Understanding the Market –

3. Analyzing Consumer Markets. 4 Analyzing Business Markets 5 Conducting Marketing Research

PART 3: Developing a Viable Market Strategy –

6. Identifying Market Segments and Target Customers 7. Crafting a Customer Value Proposition and Positioning

PART 4: Designing Value –

8. Designing and Managing Products 9. Designing and Managing Services 10. Building Strong Brands 11. Managing Pricing and Sales Promotions

PART 5: Communicating Value –

12. Managing Marketing Communications 13. Designing an Integrated Marketing Campaign in the Digital Age 14. Personal Selling and Direct Marketing

PART 6: Delivering Value –

15. Designing and Managing Distribution Channels 16. Managing Retailing

PART 7: Managing Growth –

17. Driving Growth in Competitive Markets 18. Developing New Market Offerings 19. Building Customer Loyalty 20. Tapping into Global Markets 21. Environmental, Social, and Governance Issues in Marketing