Marketing Management, 16e
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Marketing Management, 16e
Book Details
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Publisher: Pearson
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Authors: Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, G. Shainesh
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Language: English
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Edition: Sixteenth Edition
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ISBN: 9789356062665
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Pages: 632
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Cover: Paperback
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Dimensions: 10.1 x 8.1 x 0.9 inches
About The Book
Marketing Management (Sixteenth Edition) by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh is a comprehensive and highly relevant guide to the principles of marketing in today’s rapidly evolving business environment. This edition has been thoroughly updated to address the tremendous disruptions in business models due to the rise of digitalization, social media marketing, e-commerce, and direct-to-consumer business models.
The book includes over 55 case studies of leading Indian brands such as Amul, Bajaj, Maruti Suzuki, Infosys, Reliance Jio, and many more. It also features real-world cases from new-age businesses like Bigbasket, Cult.fit, and Clirnet, providing a rich and diverse set of examples that illustrate the most current marketing practices in India and globally.
The text includes features designed to enhance understanding, such as Marketing Insight—which emphasizes key marketing concepts—and Marketing Spotlight—which showcases relevant real-world company and brand cases. Each chapter ends with a concise summary for quick review, making it easier for readers to grasp and retain the material. The book also dives into emerging topics such as data analytics, marketing automation, artificial intelligence, and the growing role of corporate social responsibility.
Written by some of the most respected names in marketing, this edition continues to offer foundational concepts and tools from diverse disciplines, including economics, behavioral science, and management theory. Marketing Management is not only ideal for marketing students but also an invaluable resource for practicing managers seeking to design and execute successful marketing strategies in an increasingly digital world.
