There are many definitions of strategy but in business it refers to how a firm manages both setting and achieving organizational objectives. This book emphasizes specifically at marketing strategy and, in particular, the strategy concerning the formulation and implementation of the marketing mix. The successful implementation of the marketing mix leads to satisfaction of customer wants and needs and increases the likelihood of achieving an organisation's objectives in the market place. When changes in the market and the marketing environment are incremental in nature, firms can successfully adapt themselves to the new situation by modifying current marketing and other functional programmes. Such changes can be introduced through technological innovations, changes in customer tastes, changes in legal regulations, economic and financial constraints or any change in environmental conditions. This book discusses the nature and formulation of business and marketing strategy and point to the need for marketing strategy management in order to carry it out. Also, it outlines the nature of the marketing management process that is involved. This book is divided into four parts: first part (chapters 1&2) deals with the understanding of Marketing Strategies and Market Research. Second part (chapter 3 to chapter 6) includes Marketing Mix and Strategies for these mixes. Third part (chapter 7 to chapter 9) carries 3 C Analysis i.e., Competitor Analysis, Customer Analysis and Company Analysis. In addition, fourth part (chapters 10 and 11) includes recent trends of market structure and environment. It also carries 10 caselets to make topics more clear. This book would prove to be a reliable source of material on the subject of marketing management containing some of the old and familiar terms.