I feel immense pleasure to launch the third edition of this book “Marketing Management”. Marketing is one of the most essential activities of any business enterprise. In today’s competitive era, the success or failures of most of the businesses depends to a large extent on the efficiency of handling marketing operations. That’s why it will be required to know about various marketing principles and fundamentals these days. Motivated with the fantastic response of the second edition of the book, I am compelled to move forward to enlarge the coverage and contents of the book.

      An attempt has been made in this edition to present the concept in a student friendly manner with the help of facts and real life examples from the current business scenario. Simple and effective language has been used to assist students understand and grasp every topic easily. The book is intended to be used by students and teachers of commerce at undergraduate level (B.Com. & B.B.A) and post graduate students of commerce (M.Com.). However, it can be recommended for other postgraduate management courses (M.B.A. and other postgraduate diploma courses). It can even be used by students of other disciplines as a ready reference to get a primary idea of marketing.

I would like to express my sincere thanks to Mr. K. L. Bansal of Sahitya Bhawan Publications, Agra for his continuous guidance and support.

I must concede that no amount of thanks can ever repay the debt that I owe to my family members, without the support and encouragement of them this book would have never been written.

Once again, I express my heartfelt thanks to all the students and teachers for providing such support and interest for this book. I cordially invite valuable suggestions by the readers for further improvement in the quality of this book.