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All industry activities should endeavor to recognizing and satisfying customer wants and needs effectively and efficiently. A marketing program starts with idea generation for a product and ends only when customers wants have been completely satisfied either it is pre-sale or post-sales services. It might run well beyond the sale of the product, to ensure customer satisfaction and encourage repeat business and maintain customer relationships.

Marketing has become an elemental part of our lives and permeates every aspect of our continued existence. Activities such as watching television, listening to the radio, reading the newspaper, buying grocery items they are all dependent on marketing. Marketing focuses on satisfying human and social needs and wants, and helps companies transform private and social needs into profitable business opportunities. Marketing management helps students understand the marketing management process and the nature of strategic planning in a marketing organization.

It discusses different ways in which marketing programs can be developed and put into action. The book also focused on different issues that companies face in the implementation of marketing programs. The objective of this book is to provide and highlight various aspects of marketing management through which industries can improve performance and reliability in current market.