Principles of Marketing

The book is developed to provide a comprehensive understanding of marketing practices. It discusses the core marketing concepts, drawing from extensive literature, real-world examples, and case studies. All cases and examples are contextualised within the Indian market, providing relevant and relatable analysis. It introduces value concepts and reorients the discussion on marketing mix decisions, incorporating ethical considerations. Additionally, it covers sustainable marketing, aligning with the undergraduate curriculum requirements under the National Education Policy (NEP) 2020. Case-based practical exercises are included at the end of each chapter to deepen the understanding of various concepts.

The book benefits undergraduate and graduate students pursuing degrees in commerce, business administration, and related fields, which aligns with NEP 2020. It is also valuable for marketing professionals seeking to deepen their understanding of marketing principles and stay updated with current trends, including sustainable and digital marketing. Additionally, business professionals aiming to enhance their strategic decision-making will find the insights in this book advantageous. Educators can use it as a comprehensive textbook to support their teaching of marketing concepts.