Marketing Management – BBA Sem 4 NEP

Marketing Management, published by B.S. Shah Prakashan, is a comprehensive and updated textbook designed for Second Year B.B.A, Semester 4 as per the NEP 2020 New Course. It provides a strong foundation in marketing principles and practical applications relevant to today’s business environment.

Authored by T.J. Rana, the book covers essential topics such as marketing concepts, marketing environment, consumer behavior, segmentation, targeting and positioning (STP), branding, product decisions, pricing strategies, distribution channels, promotion mix, and digital marketing basics.
The content is presented in simple, student-friendly language supported by examples, diagrams, and real-world business illustrations.

This textbook is ideal for B.B.A students aiming to build marketing knowledge and develop analytical skills required for careers in sales, marketing, branding, and business development.

Key Features

• Complete coverage as per NEP 2020 syllabus

• Clear explanation of fundamental and modern marketing concepts

• Practical examples and easy-to-understand language

• Exam-oriented structure for B.B.A Semester 4 students

• Latest edition with updated marketing strategies

A perfect book for students looking to understand how marketing works in the real-world business landscape.