We have great pleasure in presenting First edition "Principles of 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 Principles of 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 -

1. Introduction to Marketing
2. Consumer Behavior and Market Segmentation
3. Product and Pricing Strategy
4. Marketing Channels & Promotional Strategy
5. Advancements in Marketing