Marketing has been there since ancient days in one form or the other. It is the core business activity. As global competition grows, companies, multinational or domestic, must change how they manage and revise their organizational structures accordingly, which involves many strategic decisions concerned with planning, implementing and maintaining appropriate business procedures. Principles of Marketing Management offers valuable insights on the key aspects of the marketing process. It draws on its author’s wealth of experience, along with his thorough research, and provides concepts and ideas of marketing management in sufficient depth. It also incorporates the rise of technology and use of the Internet in marketing today. Another highlight of the book is green marketing that seeks to go beyond traditional marketing by promoting core environmental values in the hope that consumers will connect these values with their company or brand. The content is structured and simple for the students of Marketing Management.