Marketing, Brand management, Consumer behaviour

Marketing is considered to be one of the pillars of the modern business practices and the theories related to the respective field. Till the middle of the past century, the idea of marketing was limited to the management and accumulation of all the marketing operations in an organization (Felton, 1959). However, the increasing demands of the recent market trends have compelled marketing practices to be focused on the attainment of competitive advantage in the markets. It is due to this transition that marketing has begun to be considered as a strategic management tool to devise and attain long term objectives of the organization. The attainment of goals is possible if the demands of the customers are met and they are ensured that the services and products will be delivered to them in an