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The South Asian edition of Marketing Management remains the bestselling textbook in the field because it continues to reflect the latest changes in marketing theory and practice. Retaining the original frameworks and concepts so vital to the book, this edition presents a contextually relevant text for students of the subcontinent by incorporating South Asian case studies and examples. Key Features NEW - Rural marketing memos in each chapter that provide tips and suggestions at all stages of marketing to rural customers, as well as directions in dealing with various marketing decisions NEW - A South Asian perspective through new cases from South Asian countries that discuss a variety of aspects, including the socioeconomic characteristics of urban and rural consumers, demographics, and sociocultural nuances NEW - Access to the cases of all the international versions of Marketing Management including USA, China, Middle East, Europe, Africa, Australia, and Canada NEW - Cases on the companion Web site comprising teaching tips, take-home assignments, discussion, multiple-choice, and role-play questions NEW - Breakthrough marketing boxes to highlight innovative and insightful marketing accomplishments by leading organizations Additional student and instructor resources are available. About the Author Dr. Philip Kotler has a doctorate in economics from MIT, and he has written many books on marketing management. Kotler has received many awards, including the first Distinguished Marketing Educator Award from American Marketing Association, and the Marketing Excellence prize from the European Association of Marketing Consultants and Sales Trainers. Kevin Lane Keller has been teaching marketing management and principles for many years, and he has also written books on marketing and related topics. Keller has been on the faculty of many major Universities and Business Schools, including the Stanford Graduate School of Business, University of North Carolina, and University of California. Other books by these authors include B2B Brand Management, Brand Sense: Sensory Secrets Behind the Stuff We Buy, Marketing Principles (Set of 2 Books), and A Framework for Marketing Management. Abraham Koshy is Professor of Marketing at IIM, Ahmedabad. He is a highly respected researcher, teacher, and consultant. He has published research papers in major business journals like Revue Fran?aise Du Marketing and Asian Journal of Marketing. Mithileshwar Jha is Professor of Marketing at IIM, Bangalore. He has a masters degree in management from IIM, Ahmedabad, and has also been a member of the faculty in many leading Indian management institutes like XLRI, Jamshedpur, and IIM, Lucknow.