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The book, Marketing Models, discusses the various theoretical models underlying various aspects of marketing. It takes from latest developments in database management that add more value to marketing strategy and decision making. It begins with an overview of the prevalent theoretical framework in the discipline of marketing. Models of consumer behavior and organizational buying are discussed next. It gives due attention to the four P’s of marketing, which are Price, Product, Promotion, and Place (i.e. Distribution), with a special focus on advertising and sales force. It then discusses the process of developing a new product, after which it takes up the critical issues of strategy formulation and implementation. Gary L. Lilien teaches Management Science at Smeal College of Business, Pennsylvania State University. Having a keen interest in marketing engineering, Lilien has authored specific books on the subject of Marketing Engineering and Principles of Marketing Engineering. He has also written over 100 articles on marketing models, new product planning, and industrial marketing in leading business journals. Philip Kotler is internationally recognized as the foremost authority on marketing theory. He has authored several leading books on the subject like Principles of Marketing Engineering, 12th Edition, Marketing Management, and Marketing 3.0. He has also written many widely-cited articles in leading journals like Harvard Business Review, and The Journal of Marketing.