This modern marketing book not only integrates all relevant aspects of marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Most marketing textbooks deal exclusively with the operational aspect of marketing or the strategic part. It concentrates on the essential marketing know-how for both, practitioners and students worldwide.

It deals with modern marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. This book can lead your company to discover new talents, capabilities, and opportunities. It can produce a generation of students who care about humanity, innovation, society, and a better world through marketing. I hope this book will be read by managers and employees at all levels as well as professors teaching management and marketing. It is about finding and building a future using the new tools of modern marketing. This book is not only about marketing and selling a product or service.

My warm greetings to everyone reading “Essentials of Modern Marketing.” This book presents an up-to-date and insightful account of the working of modern marketing in today’s turbulent times.

Marketing books by philip kotler