Kotler & Keller's Marketing Management

Kotler & Keller's *Marketing Management* is a comprehensive guide that explains how organizations identify and meet customer needs to achieve their goals. It covers strategies for understanding target markets, creating value through products and services, and building lasting customer relationships. The book emphasizes a customer-focused approach, using research and analysis to make informed decisions about pricing, promotion, and distribution. It also discusses how businesses can differentiate themselves in competitive markets, adapt to changes, and foster innovation. Overall, it provides practical frameworks for managers to develop effective marketing plans and sustain long-term growth.