Marketing management has gained immense significance with the creation of new target markets due to globalization. It aims at managing the production, promotion, and movement of goods and services from producers to consumers as well as utilising the marketing resources of an organization. This book provides significant information of this discipline to help develop a good understanding of marketing theory, consumer practices, promotion of goods and related fields. While understanding the long-term perspectives of the topics, the book makes an effort in highlighting their impact for the growth of the discipline. The book is appropriate for students seeking detailed information in this area as well as for experts.