Marketing Management, 16th Edition by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth and G. Shainesh (Pearson) is the definitive text on modern marketing. Covers marketing strategy, consumer behaviour, segmentation-targeting-positioning, the marketing mix, branding, digital marketing, and marketing analytics, enriched with Indian case studies and opening cases. Essential reading for MBA and management students and marketing professionals.
Marketing Management
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