The book is targeted for UG students of management and commerce and emphasizes on providing a strong conceptual foundation to the subject of marketing. Some significant highlights are the treatment on introductory framework, strategic framework, product and pricing, and physical distribution and communication mix. Special topics like e-commerce, e-marketing, e-tailing, shopping malls, social media marketing, rural marketing, services marketing, green marketing, supply chain management and consumer protection and consumerism are also discussed. The book is structured with clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations.