Introduction to Marketing Management

This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context.  This book is primarily written for  undergraduate students of B.com/BMS / BBA  for courses in Principles of Marketing/Marketing Management. This book can also be used to advantage by postgraduate students of Business Administration (MBA) for courses in marketing and by students of engineering where an elective course on Marketing Management is prescribed.