Studying the concept of marketing management helps to become competent in highly thriving competition in the market. This also helps to develop strategies to improve profits and reduce the cost of products. Marketing management has become the major source of exchange and transfer of goods. The objective of this book is to familiarize the readers with the basic concepts and principles of marketing and to develop their conceptual and analytical skills to be able to manage the marketing operations of a business firm. After reading this book the reader will be aware of key aspects of marketing management:

- Market Analysis

- Marketing Plan

- Market Implementation

- Market Control

This book contains 12 chapters such as Introduction to Marketing, Marketing Scope and Functions, Marketing Environment, Promotion Mix, Recent Trends in Marketing, Consumer Behaviour, Industrial Buying Behaviour, Branding, Marketing Segmentation, Targeting & Positioning, Pricing Decisions and Product Life Cycle. This book explores all dimensions to develop a more rounded understanding of marketing management.

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