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Principles of Marketing


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Indian markers today are excited and are facing challenges because of technology intensive, hyper competitive global business environment prevailing in the country. Their challenge is to take sound marketing decision in a complex environment. The students community who are interested in marketing career will also face the same challenges. These may be in a more complex situation. As it takes time for them to enter into career. This title “Principle of Marketing” provide them an opportunity to develop the skill necessary to meet the challenges.

Our customer are our reader, keeping this in mind and to add value to existing fund of knowledge in the students friends, we have taken this risk to write the subject lucidly, comprehensively and meaningfully, using out intellectual capital to enhance the intellectual capacities of our readers.

Though this basic work on theories, concepts and principle of marketing, students are promote in this work to assume the role of marketing executives. Graded question are also given at the end of each chapter for self-study and better understanding of the theme of this title. Suggestion to improve the quality of work is welcome.

The present book would not have seen the light, but for the grace of God and the blessings and support of our family members and friends.


Contents :

Unit – 1 Introduction to Marketing
Unit – 2 Product
Unit – 3 Price
Unit – 4 Physical Distribution
Unit – 5 Promotion
Unit – 6 Market Segmentation & Consumer Behaviour


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Year of publication






S.K. Podder,

Sudeep B.


Himalaya pub