Combo Books – Marketing Management, (16th Edition) + Marketing Management: Indian Cases, (2nd Edition) | Set of 2 Books | MBA & Business Enthusiast | - Pearson

Book Details

• Publisher: Pearson

• Authors: G. Shainesh, Philip Kotler

• Language: English

• Edition: 16th Edition

• ISBN: 9789356062665

• Pages: 856

• Cover: Paperback

• Dimensions: 9.9 x 8.1 x 1.2 inches

About The Book

Marketing Management (16th Edition) by Philip Kotler and G. Shainesh is a comprehensive and up-to-date resource for understanding modern marketing principles. This edition has been meticulously updated to account for the substantial disruptions in business models caused by globalization, the rise of corporate social responsibility, technological advancements, and the growing significance of digital communication, e-commerce, and social media marketing. Additionally, the widespread use of data analytics, marketing automation, and artificial intelligence has created both opportunities and challenges for businesses.

This edition is enriched with Indian case studies featuring well-known brands like MTR Foods, Mahindra & Mahindra, Fevicol, and Taj Hotels, along with the inclusion of new-age businesses such as Bigbasket and Travel-O-Stories. The case studies are strategically chosen to help students and professionals better understand marketing concepts through practical applications in the Indian context.

In addition to real-world examples, the book features Marketing Insight—which provides a deeper understanding of key marketing concepts—and Marketing Spotlight, which presents relevant case studies of companies and brands to illustrate the marketing concepts. At the end of each chapter, a summary is provided to offer a quick and comprehensive review, helping readers retain key points effectively.

Written by a team of distinguished academicians and practitioners, this edition draws from various scientific disciplines such as economics, behavioral science, and management theory to provide marketing tools and concepts that are directly applicable to today's business environment. It is a valuable resource for both marketing students and industry professionals looking to design and execute successful marketing strategies.