Synopsis This book has been designed in mind the mentality of the general reader's language which is easy to understand. The goal of this book is to provide students with a clear concise and comprehensive introduction to the theory and practice of marketing management. The book explains, in a simple but thorough manner, the fundamental concepts and techniques involved in marketing management. Sufficient examples are included throughout the text to illustrate these concepts and techniques. This comprehensive text retains the core concepts, models and managerial orientation of previous editions and reflects marketing management practices and research results. The book provides materials of interest to Punjab Technical University students.