Book launch | New edition of Marketing Management features India-centric insights by Dr G. Shainesh

The 17^th edition of Marketing Management, a global industry standard in the field of marketing, co-authored by Dr. G. Shainesh, Marketing area, brings together distinguished scholars, Prof. Philip Kotler and Prof. Alexander Chernev of Northwestern University, Prof. Kevin Lane Keller, Dartmouth College, and Prof. Jagdish Sheth, Emory University, for contributions to the India-focused adaptation.

The volume presents a comprehensive treatment of contemporary marketing challenges, with updated content on globalization, digital platforms, and technology-led transformation. The India edition offers a substantial contribution to business education through its curated addition of over 55 case studies and caselets from the Indian market, providing rich context for learners and practitioners operating in diverse economies.