Authors: Dr. P. Venkateswara Rao, Mr. R. Ramesh, and Dr. P. Rama Sehayya

ISBN: 978-81-69297-38-7

DOI: https://doi.org/10.59646/706

Date of Publication: May 13, 2026

Cite this book: PV Rao, R. Ramesh, and PR Sehayya, (2026), Basics of Marketing Management, San International Scientific Publications, ISBN: 978-81-69297-38-7, DOI: https://doi.org/10.59646/706

Preface

Marketing is one of the most dynamic and influential functions of modern business, serving as the vital link between organizations and the customers they seek to serve. In today’s highly competitive, technology-driven, and customer-centric marketplace, understanding the principles and practices of marketing has become essential not only for business professionals but also for entrepreneurs, managers, researchers, and students. Basics of Marketing Management has been designed to provide a comprehensive foundation in the concepts, strategies, and applications of marketing that drive organizational success and customer satisfaction. The book introduces readers to the fundamental principles of marketing, including the nature, scope, importance, and evolving role of marketing in society, business, and the global economy. It explores core marketing concepts such as customer needs and wants, market segmentation, branding, value creation, customer satisfaction, and marketing channels while emphasizing the strategic significance of marketing planning and environmental analysis. The text further examines customer behavior, product management, branding strategies, packaging, labeling, innovation, and product life cycle management, enabling readers to understand how organizations create and sustain value in competitive markets. Recognizing the importance of customer-centric approaches, the book discusses market segmentation, targeting, positioning, and customer relationship management as essential tools for building long-term customer loyalty and profitability.

In addition, it provides detailed insights into distribution channels, promotional strategies, advertising, sales promotion, public relations, direct marketing, and integrated marketing communication, highlighting the mechanisms through which organizations effectively engage their target audiences. The book also addresses critical aspects of pricing decisions, retail marketing, rural marketing, relationship marketing, and contemporary digital marketing practices, including social media and mobile marketing. Special attention is given to emerging themes such as marketing analytics, marketing information systems, sustainability, ethical marketing, green marketing, global marketing, and marketing research, reflecting the realities of modern business environments. Structured in a systematic and learner-friendly manner, this book combines theoretical foundations with practical relevance, enabling readers to develop analytical thinking and strategic decision-making skills required in contemporary marketing management. Whether used as a textbook for undergraduate and postgraduate courses or as a reference guide for practitioners, Basics of Marketing Management aims to equip readers with the knowledge, skills, and perspectives necessary to understand markets, create customer value, build strong brands, and achieve sustainable business growth in an increasingly interconnected and competitive world. The topics covered in this book are aligned with the evolving needs of marketing education and practice, providing a strong platform for further study and professional development in the field of marketing management. Based on the syllabus provided in the uploaded document, the book offers a structured progression from foundational marketing concepts to advanced contemporary marketing practices, ensuring comprehensive coverage of essential marketing knowledge.