Principles of Marketing: Concepts, Strategies and Applications is a learner-friendly, comprehensive guide designed to introduce readers to the world of marketing in a clear, concise, and application-oriented manner. Anchored in contemporary market realities, this book blends core theoretical frameworks with practical tools and real-world examples to enhance understanding and decision-making skills in marketing. Spanning eight chapters, the book begins with a foundational understanding of marketing's meaning, scope, and evolution, before diving into the psychological and social dimensions of consumer behaviour. It explores key areas such as segmentation and targeting, product and brand management, pricing mechanisms, distribution strategies, promotional tactics, and the role of integrated communication in marketing success. Special emphasis has been placed on contemporary issues including digital and social media marketing, ethical and sustainable practices, CRM, and emerging trends like rural, green, and e-marketing. Each chapter includes clear objectives, conceptual explanations, illustrative examples, and review questions to support classroom instruction and independent learning. The book is ideally suited for undergraduate students of business, commerce, and marketing, as well as early-stage MBA learners. It also serves as a practical guide for professionals seeking to refresh their marketing knowledge. By integrating time-tested principles with evolving strategies, this book aims to empower learners to analyse, strategise, and implement marketing plans that are ethical, effective, and globally relevant.
