Kotler, P., & Keller, K. L. (2015). Marketing management. Pearson Education.
For more information on marketing management, you can refer to Kotler and Keller's 15th edition textbook, which provides a comprehensive overview of marketing management concepts and practices. You can access the textbook online or purchase a physical copy. marketing management kotler keller 15th edition link
According to Kotler and Keller (2015), marketing is "the process by which companies create value for customers and build strong customer relationships to capture value from customers in return." (p. 5). This definition highlights the importance of creating value for customers and building strong relationships with them. Kotler, P
