The Globalization has changed the way business and consumers interfaced with each other. The technological development and the emergence of MNCs have transformed the markets and the business process. Today we are interacting with customers who are more informed and empower due to information technology and the broader choice of the products and different other substitute. The competitions have gone beyond product categories as the sports bike competes with Cars, Soft drinks competing with squashes and ice-creams. The foreign destinations like Malaysia looks economic than a trip to Goa or Kashmir in today’s context with low cost carriers like Air Asia. The modern marketers have concentrated more on understanding the customer and build long term relationship using multiple channel of communication. With the social media age catching up fast the marketers is looking to cash in with the tools of electronic media that includes mobile and computers. Keeping all this changes and transformations into the context, this book has been prepared to outline those changes besides concentrating on the fundamental requirement for the students to learn. understand the study of marketing. This book largely concentrated on developing chapters that suits the curriculum built by the Universities in Tamil Nadu. This book more specifically depicts materials keeping the students of commerce and business administration from University of madras and Thiruvalluvar University.

With sixteen years of experience in teaching and industry as an author I have taken all possible measure and efforts to ensure simplifying the concepts to ensure easy understanding at undergraduate level. This book also comprises of questions bank at the end to help the students prepare for the university exam.