Fundamentals of Marketing Management

Many scholars are in search of literature that demystifies the trepidations about marketing management. This book covers the marketing process in a simplified step by step approach. Its layout adopts a management process framework of Analysis, Planning, Implementation, and Control. It contains an overview of marketing and the topical areas in the marketing process. Alongside are correlative topics that provide further clarifications on the various phases. Here, readers are expected to find marketing principles, tasks, duties, and obligations. Every chapter encompasses analyses and synthesis that is deemed favourable for each topic. The discussions focus on decision-making areas to enhance learners' critical thinking and analytical skills. The chapters, which are subdivided into methodical sections, have specific objectives that serve as learning outcomes for self-evaluation. At the end of each chapter is a summary that reminds the reader of the content covered. Each chapter has a list of references for further reading and comprehension. The book is suitable for use by both undergraduate and postgraduate students undertaking a marketing management course.