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Philip Kotler, widely considered to be the world's leading marketing guru, is the S.C. Johnson Distinguished Professor of International Marketing at Kellogg Graduate School of Management at Northwestern University. He is the author and co-author of sixteen books, including Marketing Management, Marketing of Nations and Kotler on Marketing.

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Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that mar Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing.

Marketing Management (14th Edition)

We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer value. Core Marketing Concepts Marketing can be further understood by defining the core concepts applied by mar-keting managers.

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The book Marketing Management can be considered a Marketing Bible, if you will. What I like about the book is Kotler's ability to integrate this knowledge into succinct, well-communicated, timely lessons for others to follow. If you are serious about studying marketing, just study this book.

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