Before delving into the world of marketing management, let us pause and briey discuss what management is exactly, its history and how it has evolved through time.

Management is not only a word used to describe a group of executives. Management is also a philosophy. Management is the means to achieve an end. The late Peter Drucker, the doyen of management gurus, once said that, ‘The purpose of a business is to create a customer’. If you do that well, prots will follow.