Marketing Management

This textbook on Marketing is designed to meet the academic needs of undergraduate students in Commerce and related disciplines. In today’s dynamic business environment, marketing plays a vital role in understanding customer needs, creating value, and building long-term relationships. The book provides a strong foundation in key marketing concepts along with practical insights. The content is systematically organized into ten chapters, covering areas such as marketing fundamentals, environment, segmentation, consumer behaviour, product and pricing decisions, distribution, and promotion. It also includes modern topics like services, retail, and rural marketing to give students a comprehensive understanding of current marketing practices.