OVERVIEW
Understanding market dynamics has always been a challenge. It becomes even more crucial in
today’s world of digital media and social networking. Designed to cater to majority of courses in
Marketing, this book effectively elucidates the modern-day marketing breakthroughs. This
thoroughly updated edition is written in a user-friendly language. Alongside, the text captures the
core concepts comprehensively and follows an application-based approach.

POINTS TO REMEMBER
• More engaging and logically driven revised chapter structure based on recent market evolution
• New sections on digital marketing, green marketing, social media, dining brand etc.
• Updated and detailed coverage on marketing environment, retail business model,
• distribution management, organization buying behavior etc.
• New cases on leading new-age organizations such as Hotstar, Oyo, Airbnb, Net ix, Amazon
• Prime, Uber etc.
• Online resources for instructors and students
• Revised pedagogical features:
? Marketing Applied – showcasing recent market practices
? Reality Check – know some facts
? Exhibits – illustrations, charts or mini cases
? Margin Notes – important definitions
? Discussion Questions – test your learning
? Key Takeaways – the chapter highlights