Marketing Management, 17th Edition by Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N. Sheth, and G. Shainesh is a comprehensive guide that delves into the evolving landscape of marketing. This edition offers in-depth insights into the disruptions caused by globalization, technological advancements, and the rise of digital platforms. It equips readers with the latest strategies, frameworks, and tools necessary to navigate these shifts. The book emphasizes the critical importance of understanding consumer behavior, analyzing competitive environments, and leveraging collaborative opportunities to develop effective marketing strategies. It also highlights the utilization of data analytics to drive informed decision-making. Enriched with Indian case studies and perspectives on contemporary businesses, this edition strikes a perfect balance between academic rigor and practical relevance. Key features include discussions on digital transformation, consumer behavior insights, analytical tools, and exploration of new business models. The inclusion of over 55 case studies on prominent Indian brands and businesses provides real-world context, making it an invaluable resource for students and professionals aiming to thrive in the dynamic world of marketing.