Marketing Management, Global Edition

by Philip Kotler, Kevin Lane Keller, Alexander Chernev

Forundergraduate and graduate courses in marketing management.   Thegold standard for today’s marketing management student
The world of marketing is changing every day ― and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices.  Marketing Management  collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the  16th Edition  features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.

605 pages, Paperback

Published January 1, 2022

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Gerrit Gmel · Rating 2 out of 5]

It’s beyond me why this is considered the bible of marketing. It’s an endless string of definitions without much substance or actionable tools. If this is all you had to start a marketing career you would be no better off than with nothing, except perhaps for some jargon to impress your co-marketers. I don’t particularly enjoy reading the dictionary and I don’t expect it to teach me concepts in any deep way, I do however expect a marketing book to teach me marketing. This is just not it.

[Jenifer · Rating 4 out of 5]

Really good content for a high-level overview of strategic marketing. Every business role requires some understanding of marketing, this book provides some valuable insights. One of the better text books I’ve read. Practical, great examples and highly readable.