Marketing Management

Paper ID: EIJTEM_2026_13_2_38-42

Author's Name: Dr R Senthil Kumar, Mr. Jaffar

Volume: 13

Issue: 2

Year: 2026

Page No: 38-42

Abstract:

Marketing management is a crucial function in modern business organizations that focuses on planning, organizing, implementing, and controlling marketing activities to achieve organizational goals. It involves identifying customer needs, creating value, and building strong relationships with target markets. In today’s highly competitive and dynamic business environment, effective marketing management plays a vital role in ensuring business success and sustainability.

Keywords: Marketing Management, Customer Satisfaction, Marketing Mix, Consumer Behavior, Digital Marketing, Market Segmentation, Competitive Advantage

References:

References (Books & Journals)
Books
Philip Kotler & Kevin Lane Keller (2016). Marketing Management (15th ed.). Pearson Education.
V. S. Ramaswamy & S. Namakumari (2013). Marketing Management: Global Perspective, Indian Context. McGraw Hill Education.
C. B. Gupta & N. Rajan Nair (2018). Marketing Management. Sultan Chand & Sons
Journals & Articles
Jagdish N. Sheth & Rajendra Sisodia (2015). Does Marketing Need Reform? Journal of Marketing.
Kevin Lane Keller (2013). Building Strong Brands in a Modern Marketing Environment. Journal of Marketing Communications.
David Aaker (2014). Brand Equity and Marketing Strategy. California Management Review.

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