This new edition is more than just words on a page.
It is an entryway.
A jumping off point.
A place to begin the journey.
Phil and Gary realized the folly of trying to lay down a staid marketing gospel. Because the changes are not finished. The revolution is still happening. They realized that what they were seeing across the globe was so exciting that they had to do more than just write about it: they had to show students, get them involved, get them to participate.
Phil Kotler and Gary Armstrong realized that with this edition, they would have to do more than just remain current with marketing developments. They would have to set the pace for this change. To not only anticipate changes, but to guide readers through them. In short, to be your portal to a new world of marketing.