This book covers the full spectrum of marketing theory: core concepts, consumer and business markets, retail, communication processes, approaches to CRM, patterns of market segmentation, and global marketing.

This book focuses on the practical applications of marketing techniques and the management of a firm's marketing resources and activities. It presents a framework for analysing buyer behaviour and managing personal communication. The text contains examples and case studies, and self-assignments. It is suitable for undergraduate and postgraduate students.

Key features:

Marketing and its environment.
Green marketing.
Marketing research and buyer behaviour.
Market segmentation and the marketing mix.
Product management.
Pricing strategies.
Distribution and public policy.
Marketing communication and promotional strategies.
Marketing of services.
Managing personal communication.
Rural marketing.
Rural consumer behaviour.
Word-of-Mouth (WOM) communication.
International and global marketing management.
Product life cycle.


The book also contains:

60 self-assignments for practice.
75 case studies.
An exhaustive bibliography.