It gives us immense pleasure to put forth a book entitled as "Principles of Marketing", strictly compiled as per the revised syllabus introduced by the University of Pune for its BBA Programme. This book will be useful to young marketers in understanding the basic concepts and framework of marketing principles and practices in India and abroad. The book has been written in simple and lucid language to provide a conceptual clarity to the beginners.

Contents -

1. Introduction to Marketing
2. Types of Marketing
3. Marketing Mix
4. Types of Marketing Channels
5. Market Segmentation
6. Marketing Research & Marketing Information System