Books Reviewed By – Prof.Mehnaz Kausar, Khadki Education Society’s Tikaram Jagannath Arts, Commerce & Science College, Khadki, Pune – 411003

: Philip Kotler’s “Marketing Management” is a seminal work that has redefined how marketing is taught and practiced globally. This book serves as a comprehensive guide to understanding marketing principles, strategies, and applications in diverse contexts. The book’s strength lies in its ability to balance theoretical frameworks with practical insights. It begins with an overview of marketing’s role in organizational success, followed by an in-depth exploration of consumer behaviour, market segmentation, and targeting strategies. Kotler’s emphasis on value creation and customer-centricity is a recurring theme throughout the book. The chapters on branding and product development are particularly impactful, as they offer actionable strategies for building and sustaining strong brands. Case studies from global companies like Apple and Procter & Gamble provide real-world examples of successful marketing campaigns. Digital marketing, a relatively newer addition to the book, is covered extensively. Kotler’s insights into social media, content marketing, and analytics offer a contemporary perspective on reaching and engaging modern consumers. The book also addresses challenges such as ethical marketing, globalization, and sustainability. These topics are crucial for understanding the evolving landscape of marketing in the 21st century. In conclusion, “Marketing Management” is a must-read for anyone seeking a holistic understanding of marketing. Its blend of academic rigor and practical relevance makes it an invaluable resource for students, educators, and practitioners.