The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing. The book provides deep insights into the core concepts of marketing based on extant literature, examples and cases.

An effort has been made to present the information in the most simplified manner so that each and every student should be able to grasp the concepts easily. This book aims to fulfil the requirement of students of B.Com., BBA, MBA & other Commerce and Management courses. Those in the field of marketing will find the book relevant for conceptual understanding.