Kotler's Marketing Management

Kotler's Marketing Management, developed by Philip Kotler, is a comprehensive approach to understanding and applying marketing principles. It involves identifying customer needs, creating value through tailored products and services, and building strong relationships to satisfy both customers and the business. The framework emphasizes analyzing market opportunities, developing effective marketing strategies, and implementing plans to reach target audiences. Ultimately, it aims to enhance a company's competitive position and achieve sustainable growth by focusing on customer orientation, segmentation, targeting, positioning, and the effective mix of product, price, place, and promotion.