Marketing Management published by Prakash Publications is a comprehensive textbook designed for MGU-BBA (Honours) Semester 2 students, strictly aligned with the Mahatma Gandhi University syllabus. The book introduces learners to the core concepts and principles of marketing, emphasizing both theoretical foundations and practical applications relevant to today’s dynamic business environment.
The content covers key areas such as the nature and scope of marketing, marketing environment, consume…
Marketing Management published by Prakash Publications is a comprehensive textbook designed for MGU-BBA (Honours) Semester 2 students, strictly aligned with the Mahatma Gandhi University syllabus. The book introduces learners to the core concepts and principles of marketing, emphasizing both theoretical foundations and practical applications relevant to today’s dynamic business environment.
The content covers key areas such as the nature and scope of marketing, marketing environment, consumer behaviour, market segmentation, targeting and positioning, product and pricing strategies, promotion, distribution channels, and emerging trends in marketing. Clear explanations, real-world examples, illustrations, and structured chapters help students develop analytical and decision-making skills essential for modern marketing roles.
This textbook serves as an ideal learning resource for undergraduate management students, supporting classroom learning, exam preparation, and a strong conceptual understanding of marketing management from an Indian and global perspective.
