Kotler, P., Keller, K. L. (2022). Marketing Management (16th Edition). Pearson Education. ➤ A comprehensive guide on marketing principles including pricing strategies, internal factors such as cost and objectives, and external influences like competition and market demand.
Armstrong, G., & Kotler, P. (2021). Principles of Marketing (18th Edition). Pearson Education. ➤ Covers fundamental concepts of marketing mix and pricing decisions with practical insights into how internal and external environments shape pricing strategy.
