This book is an attempt to capture and illustrate the trends and shifts in the marketing environment in India, which are driven by the following factors:

• Opening up of the Indian economy in the 90s
• Entry of multinational companies across industries
• Indian information technology space, leading the global change in the digital revolution

The Present Publication is the 3^rd Edition, authored by Dr. Tapan K Panda, with the following noteworthy features:

• [Simple, Systematic & Comprehensive Explanation] The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing. The book tries to explain the subject matter through realistic and practical examples.
• [Student-Oriented Book] This book has been developed keeping in mind the following factors:
• Interaction of the author/teacher with thousands of students from different students of business schools across the globe
• Shaped by the author/teacher's experience of teaching the subject matter to varying levels for more than three decades
• Reactions and responses of students have also been incorporated at different places in the book
• [Vivid Examples of Marketing Practice in India] The author blends marketing concepts with Indian examples so that the students can find immediate relevance to the Indian marketing environment
• [Practical Application & On-field Projects] including internet-based project exercises and case studies to supplement conceptual inputs
• [Unique Conceptual & Application Questions] on Indian Marketing

The Book has 30 chapters divided into 8 Divisions.

• Almost all the chapters end with Conclusion, Key Terms, Conceptual Questions, Application Questions, Projects, Web Assignments, Chapter End Cases etc.
• Division 1 is about Introduction to Marketing. This division is divided into two chapters which are:
• Introduction to Marketing
• Creating & Delivering Customer Values
• Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are:
• Marketing Planning
• Demand Measurement & Forecasting
• Managing Information System & Marketing Research
• The Environment for Marketing Decision
• Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are:
• Consumer Behaviour
• Organizational Buyer Behaviour
• Market Segmentation, Targeting & Positioning
• Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are:
• Managing the Product
• The Marketing of Services
• Management of New Product Development Process
• Managing the Product Life Cycles
• Managing Brands
• Managing Packaging & Support Services
• Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are:
• Developing Pricing Strategies & Programs
• Pricing Applications
• Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are:
• Managing Marketing Channels
• Management of Logistics & Physical Distribution
• Retail Management
• Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are:
• Integrated Marketing Communication (IMC)
• Advertising Management
• Sales Promotion Management
• Publicity & Public Relations
• Sales Management
• Direct Marketing
• Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are:
• Marketing Organizations
• Rural Marketing
• High Technology Product Marketing
• Digital Marketing