Principles of Marketing

This The knowledge of business laws is very important for the survival and growth of any organisation. This comprehensive and well-written bMarketing is an essential business activity therefore it is necessary for students to understand its basic concepts and strategies. The book has been written with the objective of providing students with the latest information on various marketing strategies in an organised and simplified format. Besides discussing fundamental concepts, the book also explains various emerging issues in marketing such as customer relationship marketing, rural marketing, direct marketing, green marketing and marketing of services. The subject matter has been presented in a simple and lucid manner. The text, supported with a variety of illustrations and diagrams, enables students to understand and grasp concepts easily. Each chapter begins with the learning objectives to provide a bird’s eye view of the content. At the chapter-end, a summary is provided in bullet points to help students conceptualise and recapitulate the chapter quickly. Various objective and subjective type questions are provided to help students to test their knowledge and understanding of the topics before moving on to the next concept. Inclusion of case studies and examples of corporate sector provide a practical orientation to the text and help students to understand concepts in context of real-world situation. The book is positioned for the undergraduate students of commerce, arts and management. However, it can also be recommended to postgraduate students of commerce (M.Com.) and management (MBA and other PG Diploma courses). About the Author Neeru Kapoor, Ph.D. (from Delhi School of Economics, University of Delhi) is Associate Professor in the Department of Commerce, Delhi College of Arts and Commerce, University of Delhi. She has more than 25 years of teaching experience and her interests include Marketing, Advertising, Management and Organisational Behaviour. She is a research guide at IGNOU for the MBA programme. She has also been a visiting faculty for M.Com. in the Department of Commerce, Delhi School of Economics, University of Delhi and the guest faculty at other prestigious management institutes in Delhi. Dr. Neeru Kapoor is also a part-time lesson writer with the Institute of Lifelong Learning (ILLL), University of Delhi. She has presented papers in the national and international conferences with the latest one being the global conference held at the Oxford University, London. She has also presented paper at the International Conference held at the Harvard University, Boston, USA and the European Conference held at Germany. She has published a number of articles in various national and international journals of repute. She has authored four books titled Television Advertising and Consumer Response, Economics Where People Matter, Advertising and Personal Selling, and Human Resource Management, whichhave been well-received by the academics.