Chapter 1: Introduction --
Chapter 2: Marketing environment and its marketing mix --
Chapter 3: Market segmentation --
Chapter 4: Consumer behavior --
Chapter 5: Marketing organisation and planning --
Chapter 6: Marketing information system --
Chapter 7: Marketing research --
Chapter 8: Product decision --
Chapter 9: Product related decision and strategies --
Chapter 10: Pricing decisions --
Chapter 11: Channels of distribution decisions --
Chapter 12: Marketing communication --
Chapter 13: Promotion decision-I --
Chapter 14: Promotion decision-II.

"This book will serve the purpose of a guide book to the students of under graduate (UG) and post graduate (PG) courses such as : Bachelor's Degree in Business Administration (BBA); Master's Degree in Business Administration (MBA); and Post Graduate Diploma in Business Administration (PGDBA). The above academic as well as professional courses which offered by reputed universities world-wide, up-to-date syllabus/curriculum have been considered while designing the contents in this book and hence the academic fraternities can refer this book to serve the purpose of a fundamental subject paper. All the up-to-date topics have been incorporated to make the book more versatile and hence will be of considered value to the students as well." -- Provided by author.