The arena of marketing is being swept by cataclysmic waves of revolutionary changes, of late, making some of the earlier concepts and theories redundant. Today's marketing milieu is dominated mostly by tech-savvy and Internet browsing customers. Marketers, therefore, need to actively participate in relevant social groups and communities to interact and influence their target audiences. Social media marketing is a must today to target a wider customer base and expand any business. Also, in today’s marketing scenario, interruptive marketing is out, and permission marketing is becoming more prominent due to its effectiveness and impact.

In view of these changes, the following latest trends in marketing have been included in this revised edition:

• Basics of Digital Marketing
• Social Media Marketing
• Marketing 4.0
• Permission Marketing
• Emotional Branding
• Influencer Marketing
• Brand Ecosystems

Contents :

1. Introduction to Marketing
2. Understanding the Marketing Environment
3. Market Segmentation, Targeting and Positioning
4. Buyer Behaviour (Consumer Behaviour)
5. Marketing Research
6. Demand Measurement and Sales Forecasting
7. Product Decisions
8. The New Product Development Process
9. The Concept of Product Life Cycle (PLC)
10. Services Marketing
11. Pricing Decision and Strategies
12. Distribution Decisions
13. Marketing Communication
14. Personal Selling and Sales Force Management
15. Customer Relationship Management (CRM)
16. Marketing Planning
17. Rural Marketing
18. Consumerism
19. Retail Management
20. Global Marketing
21. Insurance Marketing
22. Basics of Digital Marketing
23. New-Horizons in Marketing
24. Indian Marketing Environment
25. Competition Analysis and Strategic Response
26. Event Marketing
27. Marketing Information System (MkIS)
28. Business Marketing (B2B)
29. Social Marketing
30. Neuromarketing
31. Fundamentals of Marketing of Services
32. Direct Marketing
33. Case Study