To develop an effi cient and cost-effective marketing programme, companies must have a clear
understanding of their own business and the market in which they operate. A management system
can only fi nd ways to develop a sound plan and implement that plan to accomplish all the marketing
functions with the sole objective of reaching the marketing goal. Marketing management is a business
discipline that is based on research and application of marketing techniques and aimed at managing
a fi rm’s marketing resources and activities. At present, marketing management is gaining importance
for the management of marketing affairs in all types of organizations. The following aspects related to
marketing ...
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