Marketing Management

This book, Marketing Management, has been developed to systematically address the complete syllabus in a clear, organized, and student-friendly manner. Each unit and topic have been elaborated with the objective of building foundational knowledge while also enabling practical understanding of marketing functions.

The content begins with the basics of marketing—its concept, philosophies, and environment—and gradually expands into more specialized domains such as consumer behavior, segmentation, targeting, positioning, product decisions, pricing strategies, channel management, and promotion. Contemporary topics such as digital marketing, supply chain integration, and marketing analytics further reinforce the book’s relevance to today’s marketing realities.