The objective of the 5th Revised Edition of the book “Principles of Marketing” is to provide basic knowledge of concepts, principles, tools and techniques of Marketing and to provide knowledge about various developments in the Marketing. The book covers basic concepts of marketing, marketing philosophies and environmental conditions affecting marketing decisions of a firm. It describes the dynamics of Consumer Behaviour and Process of Market Selection. It analyses the process of value creation through marketing decisions involving product development and many more.
The present book exclusively covers the course contents of the paper Principles of Marketing in B.Com. (Pass) and B.Com. (Hons.) of all Indian Universities as per the Revised Curriculum based on National Education Policy-2020(NEP2020).

Following are the key additions in this edition:
Social Marketing and Digital Marketing
Rural Marketing
Sustainable Marketing and Relationship Marketing
Logistics Decisions
Wholesaling and Retailing
Promotion Decisions and Integrated Marketing Communication
Branding, Packaging, Labeling and Product Support Services
Sales Promotion, Public Relations, Publicity and Direct Marketing
Salient Features
Covers course contents exclusively as perthe National Education Policy (NEP) 2020.
Chapter Outline to give an overview of topics covered in each chapter.
Systematic and sequential arrangement of topics as perthe revised syllabus.
Test Questions at the end of every chapter for self-examination
Case Studies at the end of each chapter has been provided for better understanding.

Contents :

UNIT I – INTRODUCTION TO MARKETING
Nature, Importance and Scope of Marketing
Evolution of Marketing Philosophies
Service Marketing
Marketing Mix
Marketing Environment

UNIT II – CONSUMER BEHAVIOUR AND MARKET SELECTION
Consumer Behaviour
Market Selection: Market Segmentation, Targeting and Product Positioning

UNIT III – PRODUCT DECISIONS AND NEW PRODUCT DEVELOPMENT
Product Decisions
Branding, Packaging, Labelling and Product Support Service
New Product Development and Product Life Cycle

UNIT IV – PRICING DECISION AND DISTRIBUTION DECISIONS
Pricing Decision
Distribution Decisions
Wholesaling and Retailing
Logistics Decisions

UNIT V – PROMOTION DECISIONS AND DEVELOPMENTS IN MARKETING
Promotion Decisions and Integrated Marketing Communication
Advertising and Personal Selling
Sales Promotion, Public Relations, Publicity and Direct Marketing
Sustainable Marketing and Relationship Marketing
Rural Marketing
Social Marketing and Digital Marketing