New book edition with Indian case studies
HT Correspondent
Pearson, world’s leading learning company launched its sixteenth edition of Marketing Management by Philip Kotler. The book is co-authored by coveted academicians Prof. Kevin Lane Keller, Prof. Alexander Chernev, Prof. Jagdish N. Sheth and Prof. G. Shainesh. The Indian edition of the book is all set to offer enriched learning and pedagogy based on the new marketing realities, disruptions in the business models and evolved paradigms due to globalisation.
This edition has been updated keeping in view the tremendous disruptions in the business models due to the ongoing globalization, increasing role of corporate social responsibility; technological advancement, growth in e-commerce, increasing digital communication, growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence that have created way more opportunities for businesses.
Marketing Management by Philip Kotler has been pivotal for marketing specialists over the decades. The newly launched book is in line with the dynamic environment inhabited by today’s marketers and offers a distinctive perspective for readers to understand the changing global marketplace and the impact of technology on making strategic marketing decisions. The book details insights and toolkits around 8Ps (Product Essentials), 7Ts (Tactics), 5 Cs (Customer centricity) and 4Fs (Market forces) which wraps around strategic shifts that marketers had traversed and navigated through the pandemic and amidst VUCA (Volatile, Uncertain, Complex, and Ambiguous) world.
Responding to the changes in the post pandemic world influenced by technology, globalisation, physical environment and social responsibility—the book illustrates altered competitive landscape that businesses ought to revaluate for their operating models and adaptation towards creation of market value for the new environment. Co-authored by veteran academicians, the book lists down advances in data analytics, marketing automation, artificial intelligence— all of which is leading disrupted e-commerce and rise of newer marketplaces, giving audiences and customers variety of choices to interact with the brands.
The book is available for all marketing enthusiasts on Amazon and is also available in a Kindle edition.