Monday, March 7, 2016

Book: Marketing Management 15th global edition by Kotler and Keller

I would like to recommend a book about marketing which I just finished reading. It is the 15th global edition of Marketing Management written by marketing gurus Philip Kotler and Kevin Lane Keller.

In fact, this is the text book or official reference book in many marketing courses. However, being an academic book, it is not boring at all, and pretty interesting to read through. It is colourful, with many up-to-date pictures and illustrations, real life examples, and most importantly, very comprehensive and informative.

I'll show you 2 of its pages to visualize my description above:

The 15th edition is the latest, published in 2015. It has several variances, and even published by different publishers, but I think the content should be the same.

The topics are pretty recent, with discussions on digital communications management of online, social media, and even mobile technology. It talks about Marketing 3.0, and addresses the change in consumer behaviours from the marketing perspective. It explains about the evolution of traditional 4 P's of marketing (product, place, promotion, price) to newer 4 P's (people, processes, programs, performance) and the newer alternative of 4 A's (acceptability, affordability, accessibility, awareness).

This is a nice book for business owners, marketing managers, MBA students, business school students, and anyone who is interested to know more about the topic.


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