TY  - BOOK
AU  - Kotler, Philip
AU  - Rothman, Denis    
AU  - Shabbir, Haseeb
AU  - Brown, Linden
AU  - Opresnik, Marc Oliver
AU  - Amigo, Raul
AU  - Kibria, Sadia
AU  - Crichton-Browne, Sean 
AU  - Mukharjee, Tuhin
TI  - Essentials of modern marketing: marketing management for the 21st century and beyond 
SN  - 9789359308418
U1  - 658.8 
PY  - 2024///
CY  - New Delhi
PB  - Vikas Publishing
KW  - Marketing
KW  - Management
N1  - 1. Essentials of Modern Marketing Management

2.  Situational Analysis in the Marketing Planning Process

3.  Strategy formulation in the Marketing Planning Process

4. Marketing Mix in the Marketing Planning Process

5. Implementation and Controlling in the Marketing Plan Process 203

6. External Orientation of Strategic Marketing Plan

7. Disruptive Digital Marketing Strategies

8. The Rise of AI-driven Metahumans

9. Leading By Innovation & Design: Strategies And Value Creation

10. Designing Value

11. Remodelling The Marketing Research

12. Better World Through Socialpreneurship

13. Adaptive Public Policy And Marketing During COVID-19

14. Marketers Without Borders

15. Innovative Marketing & Leadership For Micro, Small & Medium EnterpriseS (MSME)

References
N2  - Myriad books on marketing are available! So, what is so special about this one? This book aims to address modern marketing in a way that is succinct and at the same time, clear and accessible, illustrating the fundamental theoretical aspects and facilitating the transfer of these elements into real-world situations. Marketing has always been studied and discussed in a specific context - it could be a certain era, geography, industry/sector and so on. Here, the context is the new and emerging India. 20 success stories from India are featured in this book. These include consumer goods companies, start-ups, government organizations, educational institutions, MNC subsidiaries in India and so on
ER  -