Marketing Management
About this ebook
Marketing Management presents a comprehensive, practical and conceptually deep treatment of modern marketing. It connects foundational ideas—markets, customers, value, segmentation, positioning and the marketing mix—with contemporary subjects such as digital marketing, analytics, relationship marketing, branding, customer experience, sustainability and strategic growth.
The book is designed to help students understand not only what marketing managers do, but why decisions work, when a particular tool should be used, how alternatives can be evaluated and how marketing performance can be measured.
Key Learning Themes
Customer and market orientation
Strategic segmentation, targeting and positioning
Product, service, brand and pricing decisions
Integrated promotion and channel management
Digital, social and data-driven marketing
Customer relationships, experience and retention
Marketing analytics, control and ethical decision-making
Discover more
About the author
About the Author
Chetan Singh Chauhan is an author and management educator focused on creating accessible, structured and application-oriented learning resources. His books are designed to connect management theory with practical business situations and decision-making.
Through a clear chapter structure, analytical frameworks, examples and review-oriented explanations, the author aims to support learners in developing both conceptual understanding and managerial thinking.
