Marketing Management, 17th Edition | AIBH

Product Full Description

Marketing Management, 17th Edition by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh is a comprehensive guide that delves into the evolving 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, analyzing competitive environments, and leveraging collaborative opportunities to develop effective marketing strategies. It also highlights the utilization of data analytics to drive informed decision-making. Enriched with Indian case studies and perspectives on contemporary businesses, this edition strikes a perfect balance between academic rigor and practical relevance.

Key features include discussions on digital transformation, consumer behavior insights, analytical tools, and exploration of new business models. The inclusion of over 55 case studies on prominent Indian brands and businesses provides real-world context, making it an invaluable resource for students and professionals aiming to thrive in the dynamic world of marketing.

Top 6 Key Features:

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

2. 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.

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

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

5. 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.

6. Indian Case Studies:
   Features over 55 case studies and caselets on prominent Indian brands and businesses, providing real-world context and practical insights.