This latest edition reflects the seismic shifts in global business and marketing practice—digital transformation, AI-driven analytics, e-commerce, CSR, social media, and automation. The authors integrate scientific insights from economics, behavioral science, and management theory to explain marketing strategy and customer value creation. The book includes over 55 Indian brand case studies featuring Amul, Asian Paints, Reliance Jio, Tanishq, Titan, and many more. With engaging features like Marketing Insight and Marketing Spotlight, it equips students and practitioners to navigate modern marketing challenges.
