In the present environment of increasing global competition, marketing has emerged as the key factor in any commercial enterprise. This book explains the basic principles, strategies and activities involved in marketing management. Starting with the fundamental marketing concepts, the book explains the various dimensions of the entire marketing management process. It then discusses the important element of advertising with reference to the relevant legal provisions. Marketing Research is explained in detail along with Research Design and MIS. Analysis and forecasting of consumer behaviour is discussed next, followed by an analysis of sales management. Relevant case studies drawn from the Indian context have been presented throughout the book to illustrate the basic concepts and strategies. Flow charts and diagrams have also been included for an easier grasp of the discussion. All these features make this book an excellent text for marketing management students. Professionals and consultants would also find it very useful.About the AuthorDr. Rajagopal is Professor of Marketing at Monterrey Institute of Technology and Higher Education (Instituto Tecnologico y de Estudios Superiores de Monterrey - ITESM) in Mexico City and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also associated with many national and international organizations of repute in various capacities. He teaches Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development and other subjects of contemporary interest to the students of undergraduate, graduate and doctoral programs. Dr. Rajagopal holds masters and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 25 books on marketing and rural development themes and over 300 research contributions that include published research papers in national and international refereed journals. He has imparted training to senior executives and has conducted over 50 management development programs. His research contributions have been recognized by the Government of Mexico and he has been awarded the status of National Researcher (SNI-level II) since 2004.Table of ContentsConceptualisation Marketing Management Process The Marketing Mix Sales Management, Relailing and Wholesaling Activity Scheduling and Marketing Advertising Management Advertising and Law, Organizing for Marketing and Control Understanding Marketing Research Research Design and marketing Information System Consumer Behaviour, Attitude Measurement and Forecasting.