Strategic Marketing Management - The Framework, 10th Edition Paperback – 15 Jan. 2019

Being a post-graduated degree holder in marketing, personally attended Mr. Michael Porter's (my idol :) ) lectures somewhat 30++ years ago and have practiced marketing ever since, the basic principles have never changed but I rather say Mr. Chernev has stretched these principles wider, boarder and brought them all to the next height that fits the current marketing needs. Especially the 2 Appendices that practically put the theories in actions. Highly recommend this book particularly for people like me who believe "I know everything". May be a little difficult for undergrad to correlate to scenario of the real world, but who cares, there are plentiful of case studies the lead you to think deeper.