Contents: 1. Introduction. 2. Evolution of Marketing Concept. 3. Modern Marketing Concept. 4. Marketing Functions. 5. Marketing Mix. 6. Marketing Environment. 7. Marketing Research. 8. Consumer Behaviour. 9. Market Segmentation. 10. Product. 11. Pricing. 12. Channels of Distribution. 13. Promotion. 14. Marketing of Consumer Goods. 15. Marketing of Industrial Goods. 16. Marketing of Agricultural Goods. 17. Marketing of Services. 18. Rural Marketing. 19. Retailing. 20. E-Marketing. 21. Marketing Information System. 22. Customer Relationship Management. Glossary. References. Index.

Marketing is the task of creating, promoting and delivering goods and services to customers and business. This book provides a wide perspective of the evergrowing marketing functions. All the interrelated topics of marketing are discussed in a comprehensive and self-explanatory style. The book gives a deeper insight into the new marketing avenues services marketing, e-marketing, retailing and customer relationship management.