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On the 3rd of July, the launch party for the 16th edition of the French version of the marketing bible, Kotler, was held on the Paris campus. The programme ? A round table and book signings with its co-authors, Delphine Manceau and Aurélie Hémonnet.

​​The evening’s aim was to inform those who attended in person or via streaming about the new version of Kotler, the 16th edition of the worldwide bestseller on marketing. Since the book’s beginning, Philip Kotler has put together the editions in each language by enlisting the help of one or several co-authors who adapt the content, analyses, and case studies on practices and iconic marketing companies in specific countries. In France the first co-author was Bernard Dubois, professor at HEC, which led to the “Kotler and Dubois” version. Since the 10th edition, which was published 16 years ago, Delphine Manceau, current dean of NEOMA Business School, has taken over the task and now puts out the French-language edition, which is sold in France, Belgium, Switzerland and Quebec. For the 16th edition, the team expanded to include Aurélie Hémonnet, lecturer at IAE Aix-Marseille Graduate School of Management, with whom Delphine Manceau has written numerous articles.

It’s a big day for me and Aurélie with the publication of the new edition of Marketing Management! All the new marketing practices and trends are included in the book, and we all know how quickly marketing changes…” Delphine Manceau said on Twitter (@delphmanceau)

Completely revised for this new edition, the book reflects the most current realities in marketing. Starting with the latest advances in academic research and the analysis of best company practices, the book breaks down many new practices and trends, including:
  • big data and AI and their influence on the marketing stakes relating to customer relations, innovation, market studies, etc.
  • digital marketing and m-marketing with in-depth looks at the key players in adtech, measuring social media ROI and the most relevant metrics;
  • new approaches to innovation like open innovation, design thinking or sustainable innovation;
  • Distribution 4.0 with the rise of phygital and omnichannel approaches;
  • the social responsibility and the ethics of marketing practices in a context marked by the rise of responsible consumption and the consumers’ environmental concerns.
These issues are demonstrated through numerous examples of companies undergoing rapid growth and embracing innovation such as Yuka, Asos, Space X, Netflix and Tesla. Emphasis is also placed on the diversity of examples and sectors with start-ups (Frichti, Doctolib, etc.), established brands (Apple, Sephora, Hermès and Air France) and SMEs (Veja, Babolat, etc.).