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Marketing Management: Summary in 5 Key Points

Name: Marketing Management
Author: Philip Kotler, Peggy Cunningham

Marketing Management by Philip Kotler, Peggy Cunningham — book cover — Edition and cover reference

Written by brefly editorial teamUpdated October 12, 2026

AI-assisted book brief. Verify important claims against the original book; this page does not claim personal reading or independent expert review.

✍️ Philip Kotler, Peggy Cunningham📅 2004📚 Marketing📖 2 min brief

Scope: Nonfiction overview; claims are attributed to the author and are not universal or clinical guarantees.

The brief

The text frames marketing management as a coordinated managerial task involving analysis, planning, and decision-making.

Its Canadian edition applies general marketing concepts to a specific national teaching and business context.

Topics connect customer understanding with product, price, distribution, and promotion decisions across an organization.

The verified cover identifies Philip Kotler and Peggy Cunningham and corresponds to the 2004 11th Canadian edition.

Its frameworks are useful for studying textbook history, but they should be checked against current market practice and research.

Key ideas worth keeping

identify the edition and national context behind a framework

compare textbook concepts with current research and practice

treat dated examples as historical material

Questions about this book

Which edition is covered?

The verified cover is the 2004 11th Canadian edition by Philip Kotler and Peggy Cunningham.

Is this current professional advice?

No; its frameworks are from an older textbook edition and need contemporary verification.

Why include the edition year?

Marketing concepts and examples change, so edition context affects how readers interpret it.

Sources and scope

Original editorial orientation based on the cited work overview and reference edition. Theme takeaways are interpretation; this is not a chapter-by-chapter synopsis. Page counts vary by edition and are omitted.

Sources checked October 12, 2026. The reviewed cover is the 2004 11th Canadian edition credited to Philip Kotler and Peggy Cunningham; this is not the first publication year of the broader textbook.

Who should read the full book

Business students reviewing an older Canadian marketing-management textbook or its historical framework.

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