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 3rd 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:

o Interaction of the author/teacher with thousands of students from different students of business schools across the globe

o Shaped by the author/teacher's experience of teaching the subject matter to varying levels for more than three decades

o 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:

o Introduction to Marketing

o Creating & Delivering Customer Values

• Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are:

o Marketing Planning

o Demand Measurement & Forecasting

o Managing Information System & Marketing Research

o The Environment for Marketing Decision

• Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are:

o Consumer Behaviour

o Organizational Buyer Behaviour

o Market Segmentation, Targeting & Positioning

• Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are:

o Managing the Product

o The Marketing of Services

o Management of New Product Development Process

o Managing the Product Life Cycles

o Managing Brands

o Managing Packaging & Support Services

• Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are:

o Developing Pricing Strategies & Programs

o Pricing Applications

• Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are:

o Managing Marketing Channels

o Management of Logistics & Physical Distribution

o Retail Management

• Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are:

o Integrated Marketing Communication (IMC)

o Advertising Management

o Sales Promotion Management

o Publicity & Public Relations

o Sales Management

o Direct Marketing

• Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are:

o Marketing Organizations

o Rural Marketing

o High Technology Product Marketing

o Digital Marketing