In an era where business dynamics and consumer behavior continue to evolve rapidly, the understanding and mastery of marketing management become critical pillars for organizational success. This book, Marketing Management, is compiled with the intention to provide a comprehensive guide and practical insights into the principles, strategies, and applications of marketing in the modern business landscape.

Griffin (2016) defines management as the process of planning, organizing, ileading, and controlling an organization’s resources to achieve specific goals efficiently and effectively. In the management process, the primary responsibility for carrying out these tasks lies with the manager. Managers, in executing management functions, will utilize resources wisely in a cost-effective manner. Additionally, a manager will effectively manage the organization by making appropriate decisions and successfully implementing them (Rizky et al., 2024)