17th edition of book ‘Marketing Management’ features India-centric insights by Dr. G. Shainesh

The newest edition of the book ‘Marketing Management’, which has remained an acclaimed global standard across nearly six decades and numerous editions, was launched during a virtual event on 12^th June 2025. The panel discussion, featuring the authors Prof. Philip Kotler, Professor Emeritus of Marketing, Northwestern University; Dr. G. Shainesh, Chairperson, Initiatives on Consumer Insights, IIMB; and Prof. Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, offered up insights on the latest edition, particularly its contributions to an India-focused adaptation. Widely regarded as the definitive text in the discipline, the 17th edition of the book fortifies its intellectual legacy while responding meaningfully to contemporary shifts in marketing thought and practice.