A lot has changed in the 55 years since Philip Kotler, widely considered the father of modern marketing, first published his groundbreaking textbook
Marketing ManagementMarketing ManagementMarketing Management
, which has become the most influential marketing textbook in the world.
With the publication of the 16th edition of Marketing Management
, we sat down with Kellogg marketing professors Philip KotlerPhilip KotlerPhilip Kotler
and Alexander ChernevAlexander ChernevAlexander Chernev
—coauthors on this edition—for their insights into how marketing has changed and where it might be headed.

You May Also Like