Advanced Approach to Marketing Management

Welcome to the second revised edition of ‘Advanced Approach to Marketing Management’ book, which is organized into fifteen chapters in a sequential manner. The author has tried continuously to give fine tune and update to ensure that it would meet the current and evolving needs to the customers at a large. Marketing management has gained importance to meet increasing competition and the need for improved methods of distribution to reduce cost and to increase profits, which focuses on the practical application of marketing orientation, techniques and methods in a commercial and business enterprise as it deals with identifying and meeting human & social needs. Integration of marketing management functions is the underlying themes of the book with which recognizes the fact that to-day there is probably no manager who does not have marketing responsibilities as well. This book has an applied focus, is modern in approach with various examples and has been written in simple and lucid language to refer for the students of Commerce, Management and Engineering. This book is a humble attempt at delineating and explaining all segments of marketing, which is multi - disciplinary, comprehensive and integrated subject. The purpose of this book is to provide an insight with the most current, comprehensive and state-of-the-art analysis to the students and teachers, practicing working professionals with a clear understanding of technology, techniques, tools and strategies used to the extent of effective marketing management looking into the global scenario.