1. Presents modern concepts on core marketing in the Indian context.
2. Includes coverage of topics such as Innovative Marketing, Green Marketing and Social Marketing.
3. Provides concise and clear treatment of topics on Services marketing, Consumer Behaviour and Rural marketing.
4. Additional insight and information on topics like Competition Analysis, Online Marketing Trends, New Product Development and Management and Marketing in a Global Environment.
5. New chapter on Marketing Strategy.
6. 18 case studies on various topics.
7. End-of-chapter exercises, learning objectives, perceptual mapping, pictorial representations and boxed highlights.