Introduction to Modern Marketing Management Principles presents a new framework for the fundamental principles in marketing management. The guiding principle is that marketing management entails holistic management of the factors that companies employ to help form customer preferences, and these factors are interrelated and interdependent. This perspective is a sharp departure from using marketing-mix as an organizing framework for marketing management - the fundamental principle in most contemporary marketing management textbooks. The holistic framework this book presents explicitly acknowledges that customer relationships and brands create value which surpasses the value of the products. Continuous analysis of customers and competitors, and also marketing efficiency and effectiveness are central to marketing management. They constitute the foundation for marketing planning and marketing management. The book is written for students of marketing. Yet it will also prove useful for executive marketing managers, by virtue of its provision of a holistic framework for marketing management