India News | Launch of the 16th edition of ‘Marketing Management’ by Philip Kotler

New Delhi, Jun 21 (PTI) Publishing house Pearson on Tuesday announced the release of the 16th edition of its best-selling guide ‘Marketing Management’ by author Philip Kotler, widely regarded as the ‘father of modern marketing’.

The book, co-authored by renowned academics Kevin Lane Keller, Alexander Chernev, Jagdish N Sheth and G Shainesh, claims to offer “enriched learning and pedagogy based on new marketing realities, business model disruptions and evolved paradigms due to globalization. .

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“The book is the gold standard for today’s marketing management students throughout their learning cycle, and continues to draw on the rich discoveries of various scientific disciplines – such as economics, behavioral science and management theory. It also includes case studies – Indian material around startups, unicorns and family businesses,” the authors said in a joint statement.

Along with talking about the dynamic environment inhabited by today’s marketers, it offers a distinctive perspective for readers to understand the changing global market and the impact of technology on strategic marketing decision-making. .

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The new edition, according to the publishers, illustrates a changed competitive landscape that companies should reassess for their operating models and their adaptation to creating market value for the new environment.

“The book catalogs advances in data analytics, marketing automation, artificial intelligence – all of which are leading to e-commerce disruption and the rise of new markets, providing audiences and customers with a variety of choices for interacting with brands,” the editors said.

It is currently available for sale in online and offline stores.

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