Description

The introduction explains that marketing management is the process of understanding customer needs, creating value, and building strong relationships with customers in order to achieve organizational goals. It presents marketing as a strategic business function that influences decisions about products, services, pricing, communication, and distribution.

The authors describe how marketing has evolved from a focus on selling products to a broader approach centered on customer value and long-term relationships. Modern marketers must understand changing consumer behavior, competition, technology, globalization, and social trends in order to develop effective strategies.