Prof. G Shainesh joins pioneer Prof. Philip Kotler in 17th edition of global standard: Marketing Management
The book launch reflected on a renewed vision for marketing education and India's growing centrality in the global market discourse
12 June, 2025, Bengaluru: The 17th edition of Marketing Management, the acclaimed global standard that, across nearly six decades and sixteen editions, has shaped the teaching and practice of marketing, was officially launched at a virtual event featuring author Prof. Philip Kotler, Professor Emeritus of Marketing, Northwestern University; and coauthors Prof. 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, on 12 June. Widely regarded as the definitive text in the discipline, the new edition fortifies its intellectual legacy while responding meaningfully to contemporary shifts in marketing thought and practice.
The latest edition features case studies, brand stories, and a sharpened focus on developments in artificial intelligence, sustainability, and market innovation. Of particular note is the integration of over 50 India-specific narratives spanning legacy and emerging enterprises, which signal to the country’s growing centrality in the global market environment.
A legacy recalibrated for a changing world
In his prepared remarks, Prof. Philip Kotler, the pioneering voice behind the original text and widely regarded as the father of modern marketing, reflected on the intellectual foundations of the book and the spirit of its continuous evolution. “I had decided, while putting together the prose for my first book, that I would use economic and organizational theory, solid consumer and buyer behavioral theory, and a little mathematics to put together the foundation of my ideas”, he noted. On the success of his first book, he said, “When I was trying to figure out why the book was such a success, people told me that it gave status and standard to the field of marketing. Marketers were finally able to view it as a science and essentially give the discipline creative respect”, he said.
Reflecting on the contemporary relevance of the 17th edition, Prof. Kotler stressed the need for marketing to remain purpose-driven and anchored in value creation. “Efficiency is essential, but not at the expense of purpose. He also highlighted the book’s expanded treatment of responsible business, environmental sustainability, and the role of marketing in advancing social good.
Prof. Kotler also spoke of the core principles of marketing that remain timeless in a world defined by constant and unending change. “The essence of marketing is service. You may say it's creating products, but at its core, it is satisfying the demand or need of any group that is trying to make the world become a better place”. He added that the field will always be guided by the principle of exchange, one that is free, voluntary, and oriented towards being a win-win practice for all parties involved.
The Indian marketing landscape: Local contexts, global conversations
Prof. G. Shainesh, a distinguished marketing expert specializing in customer relationship management, services marketing, and services innovation, and co-author since the 16th edition, led the effort to infuse this edition with India-specific insights. He reflected on his journey with the book, saying, “As a student at IIM Bangalore, I first read Marketing Management in its 8th edition. While it was comprehensive and formative in its contents, I sensed the need to expand the narrative beyond FMCG and consumer products. When I joined the authorship team, I saw an opportunity to widen its scope to include services, B2B markets, startups, and tech-led businesses to help better contextualize the relevance, the adaptation of theory and concepts discussed in the book.”
Prof. Shainesh noted that the edition features a broader set of examples, including new case studies drawn from Indian enterprises and multinational companies operating in India. It includes detailed discussions on the relevance of AI in marketing operations, as well as a dedicated chapter on responsible business and sustainability, with reference to India’s evolving regulatory and consumer landscape. “The Indian market has unique complexity and immense learning potential. Localizing global frameworks is vital to preparing marketers who can lead in diverse, high-growth environments,” he said. He further noted that this has been the fastest transition to a new edition, completed in under three years, reflecting the accelerating pace of change within the discipline.
AI, agility, and the new rules of value creation
Prof. Kevin Lane Keller spoke of the book’s recalibration in the age of artificial intelligence. “This edition responds to a pivotal inflection point. AI is reshaping how we understand customers, how we design experiences, and how we communicate value,” he said. He acknowledged the essential contributions of his Indian co-authors in adapting the book to the subcontinent’s dynamic marketing context. “The Indian adaptation of Marketing Management has become a gold standard in itself. I thank my esteemed Indian co-authors for leading this effort”.
Prof. Keller noted that the book addresses AI as a cross-cutting theme that affects all dimensions of marketing, from product innovation to customer engagement, from market research to strategic decision-making. “What we offer in this edition is a framework to think about change: to reflect on what remains timeless and what must be reimagined. Marketing is evolutionary. It is a discipline of movement, agility, and relevance. And ultimately, it is about trust”, he said.
Continuity and change in the discipline of marketing
Across their remarks, the authors echoed a shared view that while technologies and platforms continue to rapidly evolve, the foundational principles of marketing remain rooted in service, exchange, and trust. As AI and data reshape how brands engage with customers, ethics and responsibility will be the compass points that define credibility and success, they pointed.
In keeping with this ethos, the 17th edition, which also features insights from Prof. Alexander Chernev, Northwestern University, and Prof. Jagdish Sheth, Emory University, introduces students and practitioners to a comprehensive treatment of contemporary marketing challenges, with updated content on globalization, digital platforms, and technology-led transformation. Brands featured include Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more. New-age firms such as Ather Energy, cult.fit, Lenskart, and udaan have also been featured.
It also offers deep insights into evolving consumer behavior, including contemporary understandings of consumer psychology, shifting engagement patterns, and the growing role of personalized marketing in the digital era. It introduces analytical tools such as customer lifetime value (CLV), advanced segmentation and positioning models, and frameworks to evaluate marketing ROI metrics. The book also explores the dynamics of new-age business models, from startups and platform-based enterprises to direct-to-consumer (D2C) ventures, while examining how traditional firms are adapting to remain competitive in this changing landscape.
Prof. G Shainesh joins pioneer Prof. Philip Kotler in 17th edition of global standard: Marketing Management
The book launch reflected on a renewed vision for marketing education and India's growing centrality in the global market discourse
12 June, 2025, Bengaluru: The 17th edition of Marketing Management, the acclaimed global standard that, across nearly six decades and sixteen editions, has shaped the teaching and practice of marketing, was officially launched at a virtual event featuring author Prof. Philip Kotler, Professor Emeritus of Marketing, Northwestern University; and coauthors Prof. 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, on 12 June. Widely regarded as the definitive text in the discipline, the new edition fortifies its intellectual legacy while responding meaningfully to contemporary shifts in marketing thought and practice.
The latest edition features case studies, brand stories, and a sharpened focus on developments in artificial intelligence, sustainability, and market innovation. Of particular note is the integration of over 50 India-specific narratives spanning legacy and emerging enterprises, which signal to the country’s growing centrality in the global market environment.
A legacy recalibrated for a changing world
In his prepared remarks, Prof. Philip Kotler, the pioneering voice behind the original text and widely regarded as the father of modern marketing, reflected on the intellectual foundations of the book and the spirit of its continuous evolution. “I had decided, while putting together the prose for my first book, that I would use economic and organizational theory, solid consumer and buyer behavioral theory, and a little mathematics to put together the foundation of my ideas”, he noted. On the success of his first book, he said, “When I was trying to figure out why the book was such a success, people told me that it gave status and standard to the field of marketing. Marketers were finally able to view it as a science and essentially give the discipline creative respect”, he said.
Reflecting on the contemporary relevance of the 17th edition, Prof. Kotler stressed the need for marketing to remain purpose-driven and anchored in value creation. “Efficiency is essential, but not at the expense of purpose. He also highlighted the book’s expanded treatment of responsible business, environmental sustainability, and the role of marketing in advancing social good.
Prof. Kotler also spoke of the core principles of marketing that remain timeless in a world defined by constant and unending change. “The essence of marketing is service. You may say it's creating products, but at its core, it is satisfying the demand or need of any group that is trying to make the world become a better place”. He added that the field will always be guided by the principle of exchange, one that is free, voluntary, and oriented towards being a win-win practice for all parties involved.
The Indian marketing landscape: Local contexts, global conversations
Prof. G. Shainesh, a distinguished marketing expert specializing in customer relationship management, services marketing, and services innovation, and co-author since the 16th edition, led the effort to infuse this edition with India-specific insights. He reflected on his journey with the book, saying, “As a student at IIM Bangalore, I first read Marketing Management in its 8th edition. While it was comprehensive and formative in its contents, I sensed the need to expand the narrative beyond FMCG and consumer products. When I joined the authorship team, I saw an opportunity to widen its scope to include services, B2B markets, startups, and tech-led businesses to help better contextualize the relevance, the adaptation of theory and concepts discussed in the book.”
Prof. Shainesh noted that the edition features a broader set of examples, including new case studies drawn from Indian enterprises and multinational companies operating in India. It includes detailed discussions on the relevance of AI in marketing operations, as well as a dedicated chapter on responsible business and sustainability, with reference to India’s evolving regulatory and consumer landscape. “The Indian market has unique complexity and immense learning potential. Localizing global frameworks is vital to preparing marketers who can lead in diverse, high-growth environments,” he said. He further noted that this has been the fastest transition to a new edition, completed in under three years, reflecting the accelerating pace of change within the discipline.
AI, agility, and the new rules of value creation
Prof. Kevin Lane Keller spoke of the book’s recalibration in the age of artificial intelligence. “This edition responds to a pivotal inflection point. AI is reshaping how we understand customers, how we design experiences, and how we communicate value,” he said. He acknowledged the essential contributions of his Indian co-authors in adapting the book to the subcontinent’s dynamic marketing context. “The Indian adaptation of Marketing Management has become a gold standard in itself. I thank my esteemed Indian co-authors for leading this effort”.
Prof. Keller noted that the book addresses AI as a cross-cutting theme that affects all dimensions of marketing, from product innovation to customer engagement, from market research to strategic decision-making. “What we offer in this edition is a framework to think about change: to reflect on what remains timeless and what must be reimagined. Marketing is evolutionary. It is a discipline of movement, agility, and relevance. And ultimately, it is about trust”, he said.
Continuity and change in the discipline of marketing
Across their remarks, the authors echoed a shared view that while technologies and platforms continue to rapidly evolve, the foundational principles of marketing remain rooted in service, exchange, and trust. As AI and data reshape how brands engage with customers, ethics and responsibility will be the compass points that define credibility and success, they pointed.
In keeping with this ethos, the 17th edition, which also features insights from Prof. Alexander Chernev, Northwestern University, and Prof. Jagdish Sheth, Emory University, introduces students and practitioners to a comprehensive treatment of contemporary marketing challenges, with updated content on globalization, digital platforms, and technology-led transformation. Brands featured include Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more. New-age firms such as Ather Energy, cult.fit, Lenskart, and udaan have also been featured.
It also offers deep insights into evolving consumer behavior, including contemporary understandings of consumer psychology, shifting engagement patterns, and the growing role of personalized marketing in the digital era. It introduces analytical tools such as customer lifetime value (CLV), advanced segmentation and positioning models, and frameworks to evaluate marketing ROI metrics. The book also explores the dynamics of new-age business models, from startups and platform-based enterprises to direct-to-consumer (D2C) ventures, while examining how traditional firms are adapting to remain competitive in this changing landscape.