Marketing is one of the most dynamic and essential functions of modern business organizations. In today’s highly competitive and technology-driven environment, managers must possess a sound understanding of marketing concepts, strategies, and practices to create value for customers and achieve organizational goals. This book, Marketing Management: A Comprehensive Text Book for MBA Programme, has been designed to provide students with a clear, systematic, and practical understanding of the fundamental and contemporary aspects of marketing management.
The contents of this book have been carefully structured in accordance with the requirements of MBA programmes and cover a wide range of topics, including marketing concepts, consumer behaviour, market segmentation, product management, pricing strategies, distribution channels, integrated marketing communication, digital marketing, and emerging trends in the marketing landscape. Real-world examples and practical insights have been incorporated to bridge the gap between theory and practice.
This book aims to serve as a valuable resource for students, teachers, researchers, and professionals seeking a comprehensive understanding of marketing principles and their application in business decision-making. I sincerely hope that this textbook will enhance the knowledge, analytical skills, and managerial competence of readers and contribute to their academic and professional success.