For marketing management courses.

Marketing Management gives students the tools and frameworks to design and execute successful marketing campaigns. Unsurpassed in depth, breadth and relevance, it focuses on the major decisions that confront marketing managers and top management as they strive to reconcile organizational needs and opportunities.

The 17th Edition builds on what first made it a landmark text, including its classic examples, core concepts and logical structure. The new edition will help students respond to social and technological developments, such as AI, that are opening doors to new business models while redefining marketing success.

About our authors

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, Northwestern 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 Visibility; 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; Corporate 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) Distinguished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by academic 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 Distinguished Educator Award from the Academy of Marketing Science (2002); the William L. Wilkie "Marketing 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 University 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 US 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 director 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 University, an MBA from Carnegie-Mellon 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 experience as marketing consultant for Bank of America.

Professor Keller's areas of expertise include consumer psychology and branding, communications and marketing strategies. His research has been published numerous times in each of the four 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 branding, 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 marketing 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 to 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 conducted workshops with top executives in a wide variety of forums. He has lectured at over 150 conferences, 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, Northwestern 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 lead…