About The Book

Fundamentals of Marketing Management offers a clear and practical introduction to the principles and strategies of modern marketing. Covering core concepts such as segmentation, targeting, positioning, product, pricing, distribution, and integrated marketing communication, the book bridges theory with real-world application through frameworks, examples, and case insights. With focused attention on consumer behavior, digital marketing, ethics, and the evolving business environment, it serves as an essential guide for students, educators, and marketing professionals seeking to create sustainable customer and organizational value.