This book enlightens the readers by providing a lucid exposition of the various concepts of marketing. It deals with major topics such as Consumer Behaviour, STP (Segmentation, Targeting, and Positioning), Product Management (Including Branding and Packaging), Pricing, Distribution, Promotion, and Retail Management. This book also covers contemporary issues in marketing like network marketing, green marketing, viral marketing, and event marketing.
This book provides information backed by illustrious examples in the Indian context. The inclusion of Case Studies would help the student to introduce with real-time exposure and be practical with the different approaches of marketing. One chapter is included on international marketing to provide knowledge about International Operations in addition to domestic marketing. This book would be invaluable not only for beginners but also for those who have a quest for knowledge.
More specifically this book would serve the purpose of students of management (BBA & MBA) and commerce (B.Com & M.Com) across all Indian Universities. The clear unambiguous presentation would encourage the reader to voraciously grab every detail of the book. In a nutshell, this book would be an amalgamation of the core marketing concept and the current trend of marketing and studies.