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Synopsis The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies.  This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world.  The aim of this book is to give the student a comprehensive overview of the current state of academic and practitioner thinking on Marketing Management.

Marketing Management combines the best features of a reference and textbook.  It skillfully integrates the important conceptual foundations in marketing with practical applications to serve as an essential and excellent book for both marketing students and marketing professionals.  The author shall be thankful to the readers who point our errors and omissions which inspite of all care might have been there.