The present book attempts to bridge the gap between the theory of marketing and reality. l Focuses on building a conceptual framework for developing marketing strategies l Highlights the sweeping economic reforms and their impact on the opening up of markets to foreign companies

Preface / Acknowledgent / List of Tables / List of Figures/ List of Exhibits / Introduction / Classification of Goods, Customers and Markets / Consumer Buying Behavior / Market Segmentation / Product Pricing / New Product Planning and Development / Marketing Planning and Strategy Formulation / Advertising and Sales Promotion / Marketing Research / Distribution Channels / Marketing Control / Brand Management / Epilogue / Suggested Reading

Postgraduate students of Business Adminstration.