Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases. The book begins with an introduction to the subject and goes on to elaborate on the marketing processes. Next, it analyses marketing environment, consumer needs, and consumer behaviour, which is followed by a discussion on market segmentation and target selection. The book subsequently elaborates on product positioning, product decisions, and product development. It also covers the concepts and applications of pricing decisions, communication, advertising, personal selling, and distribution functions. It concludes with analyses of marketing in organizations, new developments, and specialized fields in marketing. Besides students, the book with its application-oriented approach would also be useful to marketing professionals.

Chapter 1: Introduction to Marketing Chapter 2: Marketing Environment Chapter 3: Consumer Buying Behaviour Chapter 4: Market Segmentation and Target Selection Chapter 5: Differentiation and Positioning Chapter 6: Product Decisions Chapter 7: Product Development and Life Cycle Chapter 8: Pricing Decisions Chapter 9: Promotion Chapter 10: Advertising Chapter 11: Personal Selling Chapter 12: Channels of Distribution Chapter 13: Marketing in Organization: Implementation and Control Chapter 14: New Developments in Marketing Chapter 15: Specialized Markets and Marketing