Marketing Management

Kotler is often called the father of modern marketing, and this book helped turn marketing into a disciplined, analytical field. Over many editions it has grown to reflect new realities, and the fifteenth edition, written with the Dartmouth branding expert Kevin Lane Keller, gives considerable attention to digital and social media, global markets and social responsibility. Its central idea is that marketing means creating, delivering and communicating value to customers better than competitors do.

The book is organized in parts that follow the logic of a marketing plan. It begins with what marketing is and how strategies and plans are developed, then covers market research, forecasting and understanding consumer and business buyers. Later sections deal with segmentation, targeting and positioning, building strong brands and brand equity, designing products and services, pricing, managing channels and retailing, and integrated marketing communications, from advertising to personal selling. Each chapter opens with a company example, includes highlighted cases and ends with discussion questions and applications.

Comprehensive and authoritative, best used as a course book or reference. About 832 pages in the fifteenth edition hardcover.