Principles of Marketing with Case-Based Practical Exercises

Aligned with NEP | 4th Edition | For B.Com., BBA, MBA & Related Courses

Principles of Marketing is a comprehensive and application-oriented textbook that combines marketing theory with contemporary case-based learning. Aligned with the National Education Policy (NEP), it covers both fundamental concepts and emerging practices, including digital marketing, green marketing, and sustainability.

This book is ideal for students, academicians, and professionals seeking a well-rounded and practical understanding of marketing in the Indian and global context.

🔑 Key Features

• NEP-Aligned Structure
  Tailored to suit the latest curricula in commerce and management education (UG/PG)

• Case-Based Learning
  Contemporary business cases and practical exercises integrated at the end of each chapter to foster application and analysis

• Illustrated Content
  Includes real-world advertisements, flowcharts, figures, and tables to enrich understanding

• Coverage of Emerging Trends
  Green marketing, digital platforms, sustainability, and rural marketing discussions enhance relevance

• Discussion Questions
  Aid comprehension and promote classroom engagement or self-assessment

• Written by Seasoned Academicians
  Authors bring a balance of academic depth and pedagogical clarity

📘 Coverage at a Glance

• Marketing Fundamentals
  Definitions, evolution, importance, and environmental context

• Consumer Behaviour & STP
  In-depth look at segmentation, targeting, positioning, and buyer psychology

• Product & Pricing Decisions
  Branding, packaging, product life cycle, pricing strategies, and ethical aspects

• Distribution & Retailing
  Channels, logistics, retail formats, and e-commerce impact

• Promotion & Relationship Marketing
  IMC tools, public relations, customer engagement, and loyalty building

• New Marketing Frontiers
  Digital, green, and rural marketing, with emphasis on ethics and sustainability

🧩 Organised into Five Units

1. Introduction to Marketing

2. Market Selection (Consumer Behaviour & STP)

3. Product-Related Marketing Decisions

4. Pricing & Distribution Strategies

5. Promotional Tools & Emerging Trends

With its balanced approach of conceptual clarity and experiential learning, this edition is ideal for B.Com., BBA, MBA, and marketing certificate students, as well as educators and practitioners looking to refresh or apply marketing principles effectively.