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Philip Kotler and Kevin Lane Keller’s Marketing Management is globally recognized as the gold standard of marketing textbooks. However, a one-size-fits-all global approach fails to capture the nuances of emerging markets. This realization led to the collaboration with Dr. Abraham Koshy (IIM Ahmedabad) and Dr. Mithileshwar Jha (IIM Bangalore). The South Asian Context

To sell products, you must know your buyers.This section looks at consumer behavior.It explains why people buy certain things and skip others. 4. Building Strong Brands marketing management kotler keller koshy jha pdf

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Building deep, enduring bonds with customers, employees, marketing partners, and financial communities. enduring bonds with customers