The management thinking and practices in India have undergone a desirable change and the businesses have intelligently adjusted and changed their business practices and strategies to suit the current and emerging set of business needs and requirements. Marketing management strives to develop the most appropriate combination of marketing mix variables for each product to match the needs of the target market. Marketing mix elements are altered to accommodate the changing market conditions and changing marketing strategies adopted by competing companies. According to Peter F Drucker, 'there is only one valid definition of business purpose: to create a satisfied customer', Marketing starts with customers and ends with customers. Marketing has constantly emphasised and reminded business organisations the importance of the customer. Organisations are attempting to get as close to customers as possible and understand them. They use new technologies to greatly help them in this endeavour of achieving customer closeness and strive to meet better the customers' needs. In this revised edition, the basic structure of the book remains unchanged. The book has twenty-six chapters, divided into eight parts. Some chapters have been completely rewritten. Minor and moderate changes in the text have been made in almost half of the book. Old case studies have been deleted and new case studies have been added. New diagrams and boxes have been added to provide value addition to the chapters. The revised and updated new edition features a more student-friendly text. The book covers almost all the aspects of marketing management. The case studies illustrate the application of marketing concepts to real-life situations. This book is immensely useful not only to students, but also to management professionals.