Marketing Management 17th Edition

Marketing Management, 17th Edition by Philip Kotler, Kevin Lane Keller, and Alexander Chernev (Pearson) is the definitive guide for marketers, managers, and students seeking a modern, strategic approach to creating customer value and driving business growth. Combining Kotler’s foundational insights with Keller’s brand expertise and Chernev’s behavioral perspective, this edition delivers a rigorous yet accessible roadmap to contemporary marketing practice.

Key features:
– Comprehensive framework: Clear coverage of core concepts—segmentation, targeting, positioning, pricing, distribution, and promotion—anchored in strategic decision-making.
– Customer-centric focus: Emphasizes value creation, customer journeys, and lifetime relationships.
– Contemporary relevance: Updated discussions of digital marketing, analytics, social media, sustainability, and integrated marketing communications.
– Practical tools: Frameworks, models, and decision guides that translate theory into actionable plans.
– Global perspective: Examples and cases spanning industries and markets worldwide, ideal for real-world application.

Written with clarity and authority, this edition equips readers to think strategically and act tactically—perfect for classrooms, professional reference, or executives refreshing their marketing playbook. A must-have for anyone serious about mastering modern marketing.

Note: eBooks do not include supplementary materials such as CDs, access codes, etc.