About Book:

       Marketing is both an interesting and an important subject to be learnt by the students pursuing studies in commerce and management. This book has been prepared keeping in mind the needs of the students studying B.Com., B.C.S, B.A, B.B.A and M.Com., degree courses of Madras, Bharathiar, Bharathidasan, Periyar and other Indian Universities.

      This book is written mainly with reference to the Indian Marketing Environment. There are references to globalization, tele-shopping network. courier services, Internet, satellite television, cell phones and pagers in different Chapters. Peculiar marketing terms like Marketing Myopia, Laggard, Marketing Mix, Demarketing, etc., have been explained in simple terms.

     Products used by an average Indian consumer in his daily life have been given as examples in every Chapter to enable the students to understand the subject better. This also makes reading each Chapter an interesting experience.

    Important examination questions have been given at the end of every Chapter.

    The Glossary contains more than a hundred key terms used in Marketing with proper explanation