It gives me immense pleasure to present the first edition of the book “Marketing Management.” This book has been carefully designed to meet the academic requirements of both Undergraduate (UG) and Postgraduate (PG) students studying in Gorakhpur University, UP and other universities in India. The primary objective of this text is to provide a clear, systematic, and comprehensive understanding of the fundamental principles and contemporary practices of marketing management.
In today’s dynamic business environment, marketing plays a crucial role in determining organizational success. Keeping this in mind, the book covers a wide range of topics, starting from basic concepts to advanced strategies in marketing. The content has been developed in a simple and lucid language so that students from diverse academic backgrounds can easily grasp the subject matter. Emphasis has been laid on conceptual clarity, practical relevance, and current trends in the field of marketing.
The book consists of 12 well-structured chapters, each organized in a logical sequence to facilitate progressive learning. Every chapter includes a concise summary to help students quickly revise key concepts, along with a set of review questions designed to test understanding and encourage critical thinking. These features make the book particularly useful for examination preparation as well as classroom learning.