MARKETING MANAGEMENT

The book Marketing Management is jointly written by three renowned authors, namely, C.N. Sontakki, Neeti Gupta, and Anuj Gupta. This book has been specially prescribed by the Panjab University, Chandigarh for those students pursuing their studies in BBA 3^rdSemester. The book is a publication made by the reputed Kalyani Publishers. It aims at acquainting the reader not only with a theoretical approach to the management of business organizations but also with the practices of management. The book contains 15 well-defined chapters and has been divided into 2 Units taking up different aspects of marketing management such as Introduction to Marketing, Marketing Process, etc. This is a book on Principles and Practices of Management that attempts to unfold the intricacies of business in a simple language. The book is modest, though a determined effort to meet the requirements of an ever-increasing number of students of commerce as well as business management and related professional courses, particularly at the graduation level.

SALIENT FEATURES OF THE BOOK:

• Special care has been taken to keep the concepts crystal clear, language simple, and subject matter inflow and continuity.

• The book contains 2 well-defined Units that are further subdivided into 15 chapters designed to cover the syllabus of BBA 3^rd Semester, Panjab University.

• Many observations out of many years of experience regarding the difficulties of students have been kept in mind while presenting the subject matter.

• To make the learning process interactive and interesting, the book provides matter for Class-room discussions through case studies.

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