Marketing Management is an ever-evolving domain and in recent times, it has changed at an unprecedented pace due to the unfolding of sophisticated technological advancements. This book organizes the contents of the discipline with a focus on the practical application of marketing concepts, techniques and methods. Moreover, it discusses from the managerial view point and stresses the decision-making aspects of marketing. Apart from the extensive coverage and lucid presentation, the strength of the book lies in its Indian background. The book meets complete requirements of BBA, B.Com., M.Com., MBA students including those pursuing diploma in management. University teachers, college lecturers will also find it useful as a reference book on Marketing Management.