MARKETING MANAGEMENT

This   book   is   an   attempt   to   provide   fundamental   knowledge   and   deeper  understanding   of   the   marketing   subject.   Based   on   the   UGC   module   for  marketing, it has been divided into 14 chapters. The entire subject matter of  the book has been organized systematically and presented in simple language  and consistent manner. Efforts have been made to incorporate the views of  the authors and experts wherever found necessary. Learning objectives has  been highlighted for each chapter for quick reference and understanding.  The summary provides the chapter details in nutshell. Long answer questions, short answer questions and multiple choice questions have been given  at the end of the chapters for the benefit of the students. I hope the book will be useful for all those who are desirous to have an understanding of the marketing subject.