The book covers all the major marketing concepts which a student requires to understand how the business arena operates. The contents of the book are curated carefully by seasoned teachers of the subjects. The concepts are accompanied by appropriate examples and short case studies for better assimilation. The strength of the book lies in the fact that its contents align perfectly with the industry-prescribed syllabus for the Marketing students. Thus, the book sufficiently enables the future managers to gain knowledge and expertise in the marketing spectrum.

Contents -

1. Fundamentals of Marketing
– Dr. Sapna Modi
2. Types of Marketing
– Dr. Arpita Pandey
3. Value and Satisfaction
– Dr. Sapna Modi
4. Strategic Planning in Marketing
– Dr. Lakshmi Mohan
5. Portfolio Analysis in Marketing
– Prof. Jagruti Gijare
6. Analyzing Marketing Environment – Local, Global and Glocal
– Dr. Lakshmi Mohan
7. Competition Analysis
– Prof. Jagruti Gijare
8. Market Segmentation
– Dr Sangeeta Trott
9. Market Targeting and Positioning
– Dr. Sangeeta Trott
10. Consumer Behavior
– Dr. Veni Nair
11. Introduction to Marketing Mix
– Dr. B V Jayanthi
12. Pricing
– Dr. Prashant Gupta
13. Promotion: Managing Mass and Personal Communications
– Dr. B V Jayanthi
14. Place: Designing and Managing Marketing Channels
– Dr B V Jayanthi