The fourteenth edition of “Marketing Management: A South Asian Perspective” provides complete framework for understanding the marketing concepts, terms, practices in changing business scenario. It covers updated topics like global marketing, holistic approach of marketing, rural marketing, green marketing, economic fluctuations and other areas of management linked with marketing. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize with the organization’s objectives. After providing conceptual tools and frameworks for analyzing recurring problems in marketing management, authors cite cases and examples to illustrate effective marketing principles, strategies, and practices. Authors developed strategic thinking to the complete spectrum of marketing such as products, services, persons, places, information etc.