The 17th edition of Marketing Management by Philip Kotler, co-authored with Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh, is an authoritative guide that explores the ever-changing landscape of marketing. This edition offers in-depth insights into the disruptions caused by globalization, technological advancements, and the rise of digital platforms. It equips readers with the latest strategies, frameworks, and tools necessary to navigate these shifts. The book emphasizes the critical importance of understanding consumer behavior, analysing competitive environment and collaborative opportunities to develop effective marketing strategies, and utilizing data analytics to drive informed decision-making. Now enriched with Indian case studies and perspectives on contemporary businesses, this edition strikes a perfect balance between academic rigor and practical relevance. It serves as an invaluable resource for students and professionals alike, helping them thrive in the dynamic world of marketing.
Features –
Global and Indian Perspectives – Offers a comprehensive look at diverse market dynamics and business strategies across both developed and emerging economies.
📚 Digital Transformation Focus - Includes updated content on digital marketing, social media, e-commerce, and the use of emerging technologies such as AI and big data in marketing decision-making.
💡 Consumer Behavior Insights - Delves into modern consumer psychology, engagement patterns, and personalized marketing, particularly in the digital age.
🔥 Analytical Tools - Provides powerful tools like Customer Lifetime Value (CLV), frameworks for segmentation, positioning, brand equity and marketing ROI metrics to aid strategic decisions.
🎯 Exploration of New Business Models - Discusses the evolution of startups, platform-based businesses, D2C (Direct-to-Consumer) models, and the transformation of traditional business structures. Indian Edition Highlights –
“ This edition includes over 55 case studies and caselets on prominent brands and leading players in India, including Amul, Aravind Eye Care, Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Buhler, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, Narayana Health, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, Samsung, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Steel, Tata Trusts, Titan, TCS, Wipro, and more. Additionally, the book examines new-age businesses with innovative models, such as Amazon, Ather Energy, Clirnet, cult.fit, Flipkart, InMobi, ID Vada, Lenskart, Treebo, udaan, and others, showcasing the changing face of entrepreneurship and business in today's digital world.”
Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, North- western University (emeritus). He received his master's degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Dr. Kotler is the author or coauthor of Principles of Marketing; Marketing: An Introduction; Strategic Marketing for Nonprofit Organizations; Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; High Vis- ibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Winning Global Markets; Cor- porate Social Responsibility; Confronting Capitalism; Democracy in Decline; Advancing the Common Good; Social Media Marketing; Brand Activism; Marketing 5.0; Marketing 6.0; and My Adventures in Marketing. In addition, he has published over 150 articles in leading journals, including Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Business Strategy, and Futurist. He is the only three- time winner of the Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.
Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distin- guished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by aca- demic members of the AMA (1975) and received the Paul Converse Award (1978). Other honors include the Prize for Marketing Excellence from the European Association of Marketing Consultants and Sales Trainers; Sales and Marketing Executives International's (SMEI) Marketer of the Year (1995); the Distin- guished Educator Award from the Academy of Marketing Science (2002); the William L. Wilkie "Mar- keting for a Better World” Award (2013); the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice (2013); and induction into the Marketing Hall of Fame (2014).
He has received 22 honorary doctoral degrees, among them from Stockholm University, the Univer- sity of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics.
Professor Kotler has been a consultant to many major U.S. and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines, and Michelin. In addition, he has served as chairman of the College of Marketing of the Institute of Management Sciences, a direc- tor of the American Marketing Association, a trustee of the Marketing Science Institute, a director of the MAC Group, a member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia, and South America, advising many companies about global marketing opportunities.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has an AB degree in math and economics from Cornell Uni- versity, an MBA from Carnegie-Mellon University, and a PhD in marketing from Duke University. At Dartmouth, he has taught popular MBA and executive education courses on strategic brand management and marketing management.
Previously, Professor Keller was on the faculty at Stanford University, where he also served as head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, was a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry expe- rience as marketing consultant for Bank of America.
Professor Keller's areas of expertise include consumer psychology and branding, communica- tions, and marketing strategies. His research has been published numerous times in each of the four of the major marketing journals—the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science. An academic pioneer in the study of brands and brand- ing, with over 135 published papers, he is one of the most highly cited of all marketing academics worldwide and has received numerous awards for his research accomplishments.
Actively involved with industry, Professor Keller has worked on a host of different types of mar- keting projects. He has served as a long-time consultant and trusted advisor to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Samsung. Professor Keller served as an academic trustee for the Marketing Science Institute from 2000 to 2006, as their Executive Director from 2013 to 2015, and as a member of their Executive Committee and Board from 2015-2022. He has also served as an expert witness for top firms such as Amazon, Coca-Cola, DuPont, Ernst & Young, Facebook, Mercedes-Benz, the NFL, Toyota, and Visa.
A popular and highly sought-after speaker, Professor Keller has made keynote speeches and con- ducted workshops with top executives in a wide variety of forums. He has lectured at over 150 confer- ences, conventions, seminars, and symposiums all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. Professor Keller is currently conducting a variety of research studies that address marketing, branding and communication issues. Heralded as the "bible of branding," his textbook, Strategic Brand Management, now co-authored with Vanitha Swaminathan, is in its 5th edition and has been adopted at top business schools and leading firms across the globe.
An avid sports, music, and film enthusiast in his so-called spare time, Professor Keller has helped to manage, market, and serve as executive producer for one of Australia's great rock and roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He lives in Etna, New Hampshire, with his wife Punam (also a Tuck marketing professor).
Alexander Chernev is a professor of marketing at the Kellogg School of Management, North- western University. He holds an MA and a PhD in psychology from Sofia University and a PhD in business administration from Duke University. He is an academic thought leader, speaker, and advisor in the area of marketing strategy and planning, brand management, consumer decision making, and behavioral science.
Professor Chernev has written numerous articles focused on marketing strategy, brand man- agement, consumer behavior, and market planning. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including the Wall Street Journal, the Financial Times, the New York Times, the Washington Post, Harvard Business Review, Scientific American, the Associated Press, Forbes, and Bloomberg Businessweek. He was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Market- ing and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education.
In addition to academic and managerial articles, Professor Chernev has published a number of impactful books-Strategic Marketing Management: Theory and Practice, Strategic Marketing Management: The Framework, Strategic Brand Management, The Marketing Plan Handbook, The Business Model: How to Develop New Products, Create Market Value, and Make the Competition Irrelevant; Customer Science: Behavioral Insights for Creating Breakthrough Customer Experiences; and Kellogg on Marketing—that have been translated into multiple languages and are used in top business schools around the world.
Professor Chernev has served as an area editor for the Journal of Marketing, the Journal of Consumer Psychology, and Journal of Retailing, and on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, Jour- nal of the Academy of Marketing Science, and Journal of Marketing Behavior.
At the Kellogg School of Management, Professor Chernev teaches marketing strategy, brand man- agement, and behavioral decision theory in MBA, PhD, and executive education programs. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland, and at Hong Kong University of Science and Technology. He has received numerous teaching awards, including the Core Course Teaching Award, the Kellogg Faculty Impact Award, and the Kellogg Executive MBA Program's Top Professor Award, which he has received 15 times.
In addition to research and teaching, Professor Chernev has served as an academic trustee and a fellow of the Marketing Science Institute. He has worked as an expert on high-profile legal cases dealing with issues pertaining to intellectual property, consumer behavior, and marketing strategy. A consummate educator and presenter, Professor Chernev has keynoted presentations at conferences and corporate events around the globe. He advises companies worldwide from Fortune 500 firms to start-ups on issues of marketing strategy, brand management, strategic planning, and new-product development, as well as on ways to craft their business models, build strong brands, uncover market opportunities, develop new products and services, and gain competitive advantage.
Jagdish N. Sheth is Charles H. Kellstadt Professor of Business in the Goizueta Business School at Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Professor Sheth has over 50 years of combined experience in teaching and research at the University of Southern California, the University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory University.
Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is also a Fellow of the Academy of International Business (AIB); Fellow of the Association of Consumer Research (ACR); Fellow of the American Psychological Association (APA); Fellow of the American Marketing Association (AMA); Distinguished Fellow of the Academy of Marketing Science (AMS); and a Distinguished Fellow of International Engineering Consortium. Dr. Sheth is the recipient of an Honorary Doctorate in Science, awarded by the University of Illinois at Urbana-Champaign (2016), and Honorary Doctor of Philosophy, awarded by Shiv Nadar University (2017). He is the recipient of all four top awards given by the American Marketing Association (AMA).
Dr. Sheth has been on the board of several companies including Norstan, Pacwest-Telecom, Cryocell International, Shasun Drugs and Chemicals, and WIPRO Limited. Over the 50 years, he has been advisor to numerous companies including Whirlpool, Motorola, Texas Instruments, Cox Communications, Rockwell International, AT&T, Bellsouth, WIPRO Consumer Care, Aditya Birla Group, L.M. Mittal (Avanta), E&Y, Square D, Ingram Micro, Hughes Corporation, and others. This has included mergers and acquisitions as well as strategic positioning or repositioning of the company.
His Rule of Three book has been the foundation for investment bankers and policy makers with respect to industry consolidation including horizontal mergers and acquisitions. Professor Sheth has authored or coauthored more than three hundred papers and several books including The Global Rule of Three: Competing with Conscious Strategy (2020), The Howard-Sheth Theory of Buyer Behavior (2020), Genes, Climate and Consumption Culture: Connecting the Dots (2017), Breakout Strategies for Emerging Markets (2016), The Sustainability Edge (2016), The 4 As of Marketing (2012), Chindia Rising (2011), Self-Destructive Habits of Good Companies (2007), Firms of Endearment (2007), Tectonic Shift (2006), The Rule of Three (2002), and Clients for Life (2000). His autobiography, The Accidental Scholar (2014), has inspired others in the areas of education and academic entrepreneurship.
Professor Sheth has been advisor to the Government of Singapore in repositioning the nation for the future. He has also been the policy advisor to the U.S. Government about the future of the telecom- munications industry.
Dr. Sheth is the Founder of Center for Telecommunications Management (CTM) at University of Southern California (USC) which has now become an Institute. He is also Founder and Chairman of India, China, and America (ICA) Institute which analyzes the trilateral relationship and its impact on geo- politics, security, trade, and investment. He and his wife, Madhu Sheth, have established the Sheth Family Foundation to support several charities in India and in the United States. They have also established the Madhuri and Jagdish Sheth Foundation to support scholars and scholarship in the field of marketing. The Sheth Foundation supports the AMA-Sheth Foundation Doctoral Consortium, hosted annually by differ- ent universities. It also supports research in emerging fields through AMA, ACR, AMS, and AIB. Finally, Professor Sheth is the Founder and Chairman of the Academy of Indian Marketing (AIM) which supports research and scholarship among Indian scholars in marketing and management.
G Shainesh is a Professor of Marketing at the Indian Institute of Management Bangalore (IIMB). He leads the Initiatives on Consumer Insights (ICI@IIMB), a cross-functional research initiative focused on understanding consumer behaviour in digital contexts and emerging markets. Shainesh has almost three decades of research and teaching experience in India and abroad. He has conducted research and teaching assignments at the University of Gothenburg (Sweden), University of St. Gallen (Switzerland), Audencia Nantes and IESEG (France), Vienna University and MCI Innsbruck (Austria), Bocconi University (Milan), and Curtin University of Technology (Perth), among others. His research and teaching focus on Digital Marketing Strategies, Relationship Marketing, Services Marketing and Service Innovations. He has held key leadership positions at IIMB, including Dean - Administration (2014–17), Chairperson - Executive Education (2020–23), Chairperson Executive PGP (2013-14), and Chairperson - Student Exchange Program (2006-09). In these roles, he successfully led academic reforms, expanded international partnerships, strengthened executive education programs, and contributed to institutional governance and faculty development.
His case study 'Narayana Nethralaya: Expanding Affordable Eye Care' won the second prize in the GlobaLens 2014 NextBillion Case Writing Competition. He was named 'Best Professor in Marketing' by the CMO Asia Council during the 'Best B-Schools in Asia Awards', July 2011, Singapore. He is also a past winner of the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995). As a thought leader, he serves on the boards of prestigious global academic organizations, including the Academy of International Business (AIB-SAC) and International Sustainable Development Research Society (ISDRS).
He has worked extensively with public, non-profit, and corporate organizations as a consultant, seminar leader, and executive trainer. His clients include leading global and Indian organizations such as: Corporate - ABB, Aditya Birla Capital, Allstate Insurance, Analog Devices, Asian Paints, Caterpillar, Ericsson, Lumen Technologies, Mahindra Swaraj, Motherhood Hospitals, Viatris Pharma, Philips, Siemens Healthineers, Sanofi Aventis Pharma, SKF, Volvo, Voltas, Tata AIG, Tata Motors, and many more. Public and government - BPCL, Delhi Metro, Department of Pharmaceuticals, IFFCO, Indian Oil, Indian Railways, Ministry of Culture, Ministry of Tourism, Power Ministry, Ministry of Tribal Affairs (TRIFED) Non-profit – Pradan and Sanskriti Foundation.
His other books include Customer Relationship Management in the Digital Age (2025), Social Media Marketing: Emerging Concepts and Applications (2018), Customer Relationship Management - A Strategic Perspective (2006) and Customer Relationship Management - Emerging Concepts, Tools and Applications (21st Reprint 2017). His online courses on Digital Marketing Strategy, Services Marketing, and CRM are offered globally through Sarvam and edX platforms.
He is Editor-in-Chief of the Journal of Indian Business Research (JIBR), an Emerald (UK) publication. His papers on services and relationship marketing have been published in the MIS Quarterly, Journal of Business Research, AMS Review, Journal of Service Research, Journal of International Marketing, Journal of Services Marketing, Service Industries Journal, International Journal of Bank Marketing, International Journal of Retail and Distribution Management, International Journal of Technology Management, Journal of Relationship Marketing, International Marketing Review, among others.
