We have great pleasure in presenting First edition "Modern Marketing" written for students of UG courses. The related matters are written in a simple and easily understandable.

This volume is an attempt to provide the students with thorough understanding of Modern Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students interest.

Contents -

Module: 1 - Introduction to Marketing
Module: 2 - Consumer Behaviour and Market Segmentation
Module: 3 - Marketing Mix
Module: 4 - Recent Developments in Marketing
Skill Developments Activities