Marketing is the action or business of promoting and selling products or services, focusing on a product/service to the society’s requirements. This book, in its Seventh Edition, presents twelve thoroughly updated cases chosen from the real business world, acquainting the readers with the key issues and problems in marketing, especially in the Indian context. The cases focus on competitiveness, product development, market strategies and international business. Questions given at the end of each case are intended to stimulate active discussion.

UNIQUE SELLING PROPOSITION (USP): Cases taken from real business world with detailed information encourage the reader to sift through the information tangles to arrive at meaningful solutions.