Marketing Management

Marketing Management is designed as a helpful guide for BBA Honours students under the 2024 Four-Year Undergraduate Programme (FYUGP) of Calicut University. Following a student-friendly and easy-to-understand approach, this book serves as a self-tutor for learners preparing for their exams.Written in simple language and based on the latest syllabus, it covers key concepts clearly and effectively. While the content is drawn from various trusted sources, it has been carefully arranged for better understanding. The book is a valuable support tool for both classroom and home study.Gratitude is extended to all who contributed to the making of this book, especially Mr. Sarath Mohan (Grand Graphics, Kannur) for his dedicated efforts in formatting and typesetting, and to the Calicut University Central Co-operative Stores for publishing it.