This text book “Principles of Marketing' has incorporated all the components of the syllabus of University of Delhi Undergraduate Curriculum Framework-2022, based on NEP, Discipline Specific Course- 3.3(DSC-3.3): Principles of Marketing B.Com. (Hons.): Semester-IIIrd. This text book has been specifically designed and written as a standard text book for UGCF Discipline Specific Course: 3.3 Paper: Principles of Marketing B.Com.(Hons) IIIrd Semester. This text book meets the requirement of the syllabus of Delhi University for UGCF DSC-3.3 B.Com (H) IIIrd Semester and DSC-3.3 B.Com (Prog.). Principles of Marketing as a Discipline Specific Subject/Paper (DSC: 3.3) is a core subject introduced for B.Com (H) IInAd Year (IIIrd Semester) and B.Com (Prog.). This book has been designed and written especially for this paper. This book also covers the entire syllabus of Discipline Specific Course- 3.3(DSC-3.3): Principles of Marketing, B.Com (Prog.) of the University of Delhi. This book meets the requirement of the B.Com (H) and B.Com (Prog.) of Discipline Specific Course. The present edition would be found useful for the other professional courses. The book is written with a minimum of technical terminology and the format is clearly structured in accordance with the syllabus of University of Delhi.
This text book is structured in five parts with twenty one chapters:

Unit 1:Introduction to Marketing and Marketing Environment

Unit 2:Consumer Behaviour and Market Selection

Unit 3:Product Decisions and New Product Development

Unit 4:Pricing Decisions and Distribution Decisions

Unit 5:Promotion Decisions and Developments in Marketing

Contents :

Unit I: Introduction to Marketing and Marketing Environment
Nature, Scope and Importance of Marketing
Marketing Philosophies
Service Marketing
Marketing Mix
Marketing Environment

Unit II: Consumer Behaviour and Market Selection
Consumer Behaviour
Market Selection, Market Segmentation: Concept and Bases
Market Targeting and Product Positioning

Unit III: Product Decisions and New Product Development
Product Decisions
Branding, Packaging, Labeling and Product Support Services
New Product Development and Product Life Cycle

Unit IV: Pricing Decisions and Distribution Decisions
Pricing Decisions
Distribution Decisions
Wholesaling and Retailing
Logistics Decisions

Unit V: Promotion Decisions and Developments in Marketing
Promotion Decisions and Integrated Market Communication
Advertising and Personal Selling
Sales Promotion, Public Relations, Publicity and Direct Marketing
Developments in Marketing: Sustainable Marketing and Relationship Marketing
Developments in Marketing: Rural Marketing
Developments in Marketing: Social Marketing and Digital Marketing