Marketing Management | Prakash Publications | MGU-UGP (Honours) | Semester 1 | Business Studies: Minor | DSC B | MG1DSCBST 100

Marketing Management published by Prakash Publications is a comprehensive undergraduate textbook designed for MGU-UGP (Honours) Semester 1 students pursuing Business Studies (Minor), DSC B – MG1DSCBST 100 under Mahatma Gandhi University (MGU).

The book provides a clear and systematic introduction to the principles and practices of marketing. It covers core concepts such as the nature and scope of marketing, marketing environment, consumer behaviour, market segmentation, targeting and positioning, product planning, pricing strategies, promotion mix, and distribution channels. Emphasis is placed on both theoretical foundations and practical applications, with examples relevant to contemporary business scenarios.

Structured strictly in accordance with the MGU UGP syllabus, the textbook uses simple language, logical explanations, and well-organised chapters to support easy understanding and exam-oriented preparation. It serves as a reliable learning resource for building a strong base in marketing concepts, making it ideal for UG Business Studies students, semester examinations, and continuous assessment under the MGU curriculum.