Marketing Management (Paperback)

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. Features –

Global and Indian Perspectives – Offers a comprehensive look at diverse market dynamics and business strategies across both developed and emerging economies.

📚 Digital Transformation Focus - Includes updated content on digital marketing, social media, e-commerce, and the use of emerging technologies such as AI and big data in marketing decision-making.

💡 Consumer Behavior Insights - Delves into modern consumer psychology, engagement patterns, and personalized marketing, particularly in the digital age.

🔥 Analytical Tools - Provides powerful tools like Customer Lifetime Value (CLV), frameworks for segmentation, positioning, brand equity and marketing ROI metrics to aid strategic decisions.

🎯 Exploration of New Business Models - Discusses the evolution of startups, platform-based businesses, D2C (Direct-to-Consumer) models, and the transformation of traditional business structures. Indian Edition Highlights –

“ This edition includes over 55 case studies and caselets on prominent brands and leading players in India, including Amul, Aravind Eye Care, Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Buhler, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, Narayana Health, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, Samsung, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Steel, Tata Trusts, Titan, TCS, Wipro, and more. Additionally, the book examines new-age businesses with innovative models, such as Amazon, Ather Energy, Clirnet, cult.fit, Flipkart, InMobi, ID Vada, Lenskart, Treebo, udaan, and others, showcasing the changing face of entrepreneurship and business in today's digital world.”