This book discusses modern marketing management. It covers the basic concepts and evolution of marketing management, consumer behavior and digital market trends, segmentation, targeting, and positioning in the modern era, consumer-based product development and innovation, pricing strategies in competitive and dynamic markets, integrated marketing communications and digital branding, digital marketing, consumer data analysis, and marketing decision making, customer relationship management(CRM) and customer loyalty.
In contemporary management, marketing is no longer understood as an isolated functional entity, but rather as an organizational philosophy that lies at the heart of a holistic corporate
strategy. The classical view put forward by Peter Drucker, as referenced in various literatures, asserts that customer creation is the primary essence of business activity; therefore, there are only two fundamental functions in business: innovation and marketing, both of which synergistically play a role in generating value (Kotler & Keller,2016).
This perspective solidifies marketing’s position as a fundamental element. Furthermore, the essence of marketing lies not solely in the effort to sell products, but rather in the ability to deeply
identify and understand market needs, so that the products developed can organically meet demand. Thus, the evolution of marketing’s role has transformed it from a mere transactional function into a strategic force that determines the direction of corporate policy and sustainability.