MARKETING MANAGEMENT

In the era of globalization and digital transformation like today, marketing is one of the important functions that determine the success of an organization. The ability to understand the market, meet customer needs, and create added value is the main key to winning the competition. This book is expected to be a practical guide for business people, students, academics, or anyone who is interested in understanding the ins and outs of the world of marketing. This book discusses everything from the basic concepts of marketing management to modern marketing strategies that are relevant to the digital era. In each chapter, readers will be invited to understand basic theories as well as their application in various business contexts. In addition, this book is also equipped with real case examples, so that readers can more easily understand the concepts presented.