The book is an indispensable and well-written book on Marketing and contains several distinctive features. It contains several topics of contemporary interest eg., Relationship Marketing, Social Marketing, Rural Marketing, Market of Services, Consumer Protection, Strategic Marketing, Online Marketing and so on.

Some of the distinctive features of the book are as follows:
Learning Objectives to give a bird’s eyeview of the topics covered in each chapter.
Lucid, concise and simple language.
Real life illustrations from Indian industry.
Liberal use of tables and diagrams to illustrate the text.
Summary at the end of every chapter for quick revision.
Case Study at the end of each chapter.
Test Questions culled from examinations of various Universities and Business Schools.
Select Bibliography for further study.

Contents :

Part I : Introduction (Indentifying and Understanding the Market)
Nature, Scope and Importance of Marketing
Modern Marketing Concept
Marketing Environment and Marketing System
Consumer or Buyer Behaviour
Market Segmentation and Marketing Mix
Marketing Research and Marketing Information System
Part II: Product Mix (Creating Value)
Product Planning and Product Mix
New Product Development
Part III: Pricing (Capturing Value)
Price Mix
Part IV: Distribution (Delivering Value)
Channels of Distribution
Physical Distribution of Goods
Part V: Promotion (Communicating Value)
Promotion Mix
Advertising
Personal Selling
Sales Promotion, Publicity and Public Relations
Part VI: Marketing and Society
Consumer Protection in India
Marketing of Services
Rural Marketing
Strategic Marketing
Recent Issues and Developments in Marketing
Appendix
Some Syllabi on Marketing Management
Select Bibliography
Index