Authors: Prof. Saumya Bhargava, Dr. Neelam Vishal Raut, Dr. Mayank Tripathi

Editor: Dr. Shailesh Tripathi

ISBN: 978-81-69857-43-7

DOI: https://doi.org/10.59646/790

Date of Publication: August 10, 2026

Cite this book: Saumya B, Neelam VR, Mayank T, and Shailesh T, (2026), Marketing Management, San International Scientific Publications, ISBN: 978-81-69857-43-7, DOI: https://doi.org/10.59646/790

Preface

Marketing is one of the most dynamic and influential functions of modern business, serving as the vital link between organizations and customers. In an era characterized by digital transformation, globalization, rapidly changing consumer preferences, and intense competition, marketing has evolved far beyond the traditional activities of selling and advertising. It has become a strategic discipline focused on creating customer value, building long-term relationships, driving innovation, and achieving sustainable organizational growth. Successful marketing today requires a deep understanding of customer needs, market dynamics, technological advancements, and data-driven decision-making. Consequently, marketing professionals must possess both analytical capabilities and creative thinking to design effective strategies in an increasingly competitive business environment. Marketing Management has been carefully developed to provide students, researchers, educators, and management professionals with a comprehensive understanding of the principles, practices, and strategic dimensions of contemporary marketing. The book presents marketing concepts in a systematic, application-oriented manner, combining classical theories with modern business practices to help readers appreciate the evolving role of marketing in organizational success. Each topic is supported by practical illustrations, examples, strategic frameworks, and contemporary marketing approaches that bridge the gap between academic knowledge and real-world application.

The book begins by introducing the foundations of marketing, including its features, functions, philosophies, scope, value creation, marketing environment, consumer behaviour, and the influential marketing mix models such as the 4Ps and 7Ps. These concepts establish the essential framework required to understand how organizations identify customer needs and develop effective marketing strategies. Building upon these fundamentals, the book explores the strategic process of identifying market opportunities through segmentation, targeting, and positioning (STP). Readers are introduced to competitive marketing strategies, growth opportunities, positioning techniques, and strategic decision-making tools such as Igor Ansoff’s Growth Vector Matrix, enabling them to evaluate markets and formulate sustainable competitive advantages.

The subsequent chapters focus extensively on product strategy and pricing decisions. Important concepts such as Theodore Levitt’s Product Hierarchy Model, product mix, product life cycle, international product life cycle, new product development, pricing objectives, and quantitative pricing methods are presented with practical perspectives to help readers understand how organizations successfully manage products throughout their lifecycle while maximizing customer value and profitability. Recognizing the importance of effective market delivery and communication, the book provides detailed coverage of distribution channels, channel management, push and pull strategies, integrated marketing communication (IMC), advertising, public relations, direct marketing, and digital marketing.

The final unit emphasizes one of the most significant objectives of modern marketing—creating superior customer value and fostering long-term customer relationships. Topics including customer perceived value, customer satisfaction measurement, customer loyalty, value creation frameworks, storytelling in digital marketing, transformative marketing, and neuromarketing demonstrate how organizations can enhance customer experiences and build enduring brand equity. These emerging trends prepare readers to understand the future direction of marketing in a technology-driven economy.

Throughout the book, special emphasis has been placed on conceptual clarity, logical organization, practical relevance, and strategic application. Contemporary examples, managerial frameworks, and real-world business scenarios are incorporated to encourage analytical thinking, problem-solving, and informed decision-making. The content has been designed to meet the requirements of undergraduate and postgraduate management programmes while also serving as a valuable reference for researchers, entrepreneurs, business executives, and marketing practitioners seeking to strengthen their understanding of modern marketing management.

It is hoped that Marketing Management will inspire readers to view marketing not merely as a business function but as a strategic philosophy centered on creating value for customers, organizations, and society. By integrating foundational theories with contemporary marketing practices and emerging trends, this book aims to equip learners with the knowledge, skills, and strategic perspective necessary to excel in today’s highly competitive and continuously evolving global marketplace.