Basics of Marketing Management

About the Book: In the era of exponential advancement in technology and increasing globalization marketing professionals need to run a neck-to-neck race with their competitors to gain and maintain a completive advantage. Marketing students and professionals need to learn the skills of marketing as applicable to this intense completive environment. However only a few marketing management books truly capture and explain the concepts of marketing in an easily understandable and crisp manner. This book has been written to present the basics in a very lucid manner. It covers topics that are vital for the fundamental understanding of marketing. The contents of this book cover the curriculum applicable in a large number of universities at the UG and PG levels. Some case studies have been included for illustrating the application of the concepts of marketing. About the Author: Dr. Pooja Deshmukh is an Associate Professor of Marketing Management at a private university. She holds two bachelor’s degrees in Hotel Management and in Science from Delhi University and Marathwada University respectively. She completed her Post Graduation in Business Administration and Doctorate in Management Science. After four years of stint in the hospitality industry she adopted teaching and research as her career. She is a recognized supervisor for a Ph.D. program at the Faculty of Management Science and is currently supervising six students. Dr. Pooja has appreciable research credentials and is a recipient of the best paper awards. With rich experience in industry and research her teaching is incredibly pragmatic and passionate. Currently she is located in Aurangabad Maharashtra.