Kotler outlines a 5-step marketing process that provides a framework for marketers to follow:
The latest edition of "Principles of Marketing" (17th edition) provides an in-depth exploration of the marketing discipline, covering the core concepts, frameworks, and strategies that drive business success. The book is organized around a customer-centric approach, emphasizing the importance of understanding consumer behavior, market research, and data-driven decision-making. principles of marketing by philip kotler latest edition