16th edition of 'Marketing Management' by Philip Kotler launched

Updated: few hours ago

New Delhi, Jun 21 (PTI) Publishing house Pearson on Tuesday announced the release of the 16th edition of its bestselling guide "Marketing Management" by author Philip Kotler, widely considered as the 'Father of Modern Marketing'.

The book, co-authored by noted academicians Kevin Lane Keller, Alexander Chernev, Jagdish N Sheth and G Shainesh, claims to offer "enriched learning and pedagogy based on the new marketing realities, disruptions in the business models and evolved paradigms due to globalisation".

"The book is the gold standard for today's marketing management students across their learning lifecycle, and continues to draw on the rich findings of various scientific disciplines -- such as economics, behavioural science, and management theory. It also comprises case studies -- Indian material around the startups, unicorns and family-led businesses," said the authors in a joint statement.