Marketing Management

Marketing Management is a foundational textbook on the theory and practice of marketing. It explains how organizations analyze markets, understand consumer and business buyers, develop offerings, set prices, manage distribution, and build communication strategies. The book frames marketing as a management discipline centered on creating, communicating, and delivering value to customers while achieving organizational goals.

by Philip Kotler, Kevin Lane Keller

Prentice-Hall · First published 1967 · 887 pages