Description
Marketing Management, 17th Edition, is the industry-leading textbook that combines classic marketing principles with contemporary digital strategies. Written by renowned experts Philip Kotler, Kevin Lane Keller, and contributors including Alexander Cerven, Jagdish N. Sheth, and G. Shainesh, this edition addresses the evolving marketing landscape in the digital age.
The book covers fundamental concepts including market segmentation, targeting, positioning, and brand management, while also exploring emerging topics such as social media marketing, data analytics, and customer relationship management. With real-world case studies and practical examples, students and marketing professionals gain actionable insights into developing effective marketing strategies.
This essential resource equips readers with the tools and knowledge needed to succeed in competitive markets, understand consumer psychology, and leverage technology for business growth. Published by Pearson Education, it remains the gold standard for marketing education worldwide.
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