Part 1: Marketing Fundamentals
Chapter 1 Marketing Principles and Society
Chapter 2 The Marketing Environment
Chapter 3 Consumer Buying Behaviour
Chapter 4 Marketing Research

Part 2: Principles of Marketing Management
Chapter 5 Marketing Strategy
Chapter 6 Market Segmentation and Positioning
Chapter 7 International Market Development

Part 3: The Marketing Mix Principle
Chapter 8 Developing Products and Brands
Chapter 9 Price Decisions
Chapter 10 An Introduction to Marketing Communications
Chapter 11 Marketing Communications: Tools and Media
Chapter 12 Managing Marketing Communications: Strategy, Planning, and Implementation
Chapter 13 Channel Management and Retailing

Part 4: Principles of Relational Marketing
Chapter 14 Services Marketing
Chapter 15 Business-to-Business Marketing
Chapter 16 Relationship Marketing
Chapter 17 Not-for-Profit Marketing

Part 5: Contemporary Marketing Practice
Chapter 18 Digital Marketing
Chapter 19 Postmodern Marketing
Chapter 20 Marketing, Sustainability, and Ethics

Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style; and a diverse range of resources, available online.



Learn from real-life situations, and read about great campaigns from organizations such as Adani Wilmar, Oxfam, Orange, and The Leela Palaces. Experience firsthand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web, and learn how to take advantage of these in a marketing context.



Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4Ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital, and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'Insight' features: Case Insights, Market Insights, Research Insights.


Separate chapters on Digital Marketing, Relationship Marketing, Not-for-Profit Marketing, Postmodern Marketing, and Marketing, Sustainability, and Ethics
Deals with contemporary marketing practices with relevant examples drawn from international as well as Asian markets including India
Case Insights: Accounts of real-life situations faced by top marketers from leading organizations, including Adani Wilmar, Oxfam, DLF, HMV, MOLLY MAID, and Crompton Greaves, encouraging the reader to consider possible solutions.
Market Insights: Topical and lively examples from around the world to help apply marketing theory to well-known brands or products, including Vodafone, Maggi, Malaysian Airlines, Unilever, Volvo, and InterContinental.
Research Insights: Seminal journal articles and books signposted to broaden one's understanding of the chapter topics
Skills for employment: Tips from top marketers on what skills and attributes they look for in new recruits
Glossary: Key terms highlighted in the text and collated with their definitions in the glossary at the end of the book
Well-integrated Online Resource Centre for Lecturers and Students


Online Resource Centre: The following resources are available to support the student and faculty using this text:

For Lecturers:

Plan your lectures using the PowerPoint slides.
Bring your lectures to life, drawing on the bank of additional case studies, answers to discussion questions from the book, and essay questions with answer guidance.
Select practitioner and academic insight videos are available on DVD for adopters.

For Students:

For further reading, web links to useful marketing-related sites provide a quick resource to start you off.
For revision, test yourself with marketing concept flashcards and online test bank of questions.