This contemporary and comprehensive textbook, now in its second edition, has its emphasis on emerging areas and new trends in marketing, Indian examples and cases. The book is designed to cover the requirements of a complete course in marketing in the Indian context. It provides a blend of coverage of traditional topics in marketing with a detailed perspective on marketing strategies and marketing trends.

FEATURES:

• Presents modern concepts on core marketing in the Indian context

• Includes coverage of topics such as Innovative Marketing, Green Marketing and Social Marketing

• Provides concise and clear treatment of topics on Services marketing, Consumer Behaviour and Rural marketing

• Additional insight and information on topics like Competition Analysis, Online Marketing Trends, New Product Development and Management and Marketing in a Global Environment

• New chapter on Marketing Strategy

• 18 case studies on various topics

• End-of-chapter exercises, learning objectives, perceptual mapping, pictorial representations and boxed highlights