In this first episode of our nine-part series on Marketing Management by Kotler and Keller, we explore the foundational concepts of marketing management. This introduction covers the importance of marketing in creating value for customers and maintaining strong relationships, which are essential for sustainable business success. We’ll examine what marketing management entails, the core principles of understanding consumer needs, and the evolving roles of marketing in a digital and globalized world. Join us as we unpack how marketers can align their strategies with customer value and organisational goals to drive growth and impact.