Marketing has evolved dramatically over the years, transitioning from simple product promotion to a complex, multifaceted discipline essential for any business striving to succeed in today's dynamic marketplace. Understanding the intricacies of marketing management is pivotal for navigating this ever-changing landscape. This book, "Marketing Management," aims to provide a comprehensive guide to the fundamental concepts, processes, and strategies integral to effective marketing.

Block 1: Basics of Marketing
The journey begins with an exploration of the basics of marketing in Unit 1: Introduction to Marketing. Here, we delve into the definitions, roles, and ethical considerations of marketing, establishing a strong foundational understanding. Unit 2: Marketing Concepts and Principles then expands on this foundation, contrasting traditional product-oriented marketing concepts with modern, customer-oriented approaches. The transformation from old to new marketing concepts and their impact on contemporary practices is thoroughly examined.

Block 2: Marketing Process, Buyer Behaviour, and Environment Analysis
Unit 1: Marketing Process introduces the strategic marketing process, emphasizing environmental considerations and marketing audits. Unit 2: Buyer Behaviour explores the complexities of consumer and industrial buyer behavior, highlighting the factors influencing decision-making processes. Finally, Unit 3: Environment Analysis provides a detailed examination of both the micro and macro environments impacting organizations, focusing on competitive forces and customer analysis.

Block 3: Market Segmentation, Product Management, and Pricing
The focus shifts to segmentation, competition, product management, and pricing in this block. Unit 1: Market Segmentation discusses the variables and criteria essential for effective market segmentation, emphasizing its importance and strategies. Unit 2: Competition Management and Positioning explores competitive frameworks and positioning strategies, drawing on insights from renowned theorists. Unit 3: Product Management and Price and Pricing Policies covers the critical aspects of product life cycles, planning, and pricing decisions, providing a comprehensive understanding of these essential elements. Unit 4: Sales Management focuses on the sales process, emphasizing the management and organization of sales forces.

Block 4: Distribution Management, Sales Promotion and Advertising, Services Marketing
The final block addresses the intricacies of distribution, promotion, advertising, and services marketing. Unit 1: Distribution Management examines the channels and functions of distribution, emphasizing factors influencing channel selection. Unit 2: Sales Promotion and Unit 3: Advertisement delve into promotional activities, tools, and the characteristics of effective advertising, providing practical insights into creating impactful campaigns. Unit 4: Services Marketing concludes the book by focusing on the unique aspects of marketing services, discussing the modified marketing mix and the critical roles of people, physical evidence, and processes in service industries.

This book is designed for students, marketing professionals, and anyone interested in understanding the intricacies of marketing management. By covering fundamental concepts and practical applications, "Marketing Management" aims to equip readers with the knowledge and skills needed to excel in the dynamic world of marketing.