Abstract

This textbook, Principles of Marketing, offers an in-depth exploration of fundamental and modern marketing concepts designed to make learning accessible to students at various levels. It covers essential topics such as market segmentation, consumer behavior, product development, pricing strategies, promotions, distribution channels, and competitive analysis. Emphasizing both theoretical frameworks and real-world applications, the book integrates modern trends like digital marketing, e-marketing, and ethical considerations in global markets. Through practical examples, case studies, and critical thinking exercises, the book aims to equip students with the skills and knowledge needed to navigate today’s dynamic marketing domain.

Keywords: Marketing, consumer behavior, market segmentation, pricing strategies, product development, digital marketing, promotions, distribution channels, competitive analysis, global markets, ethical marketing, e-marketing, marketing innovation, real-world applications.

Book Citation

Dr. Suma Godwin. Dr. R. Margaret Selvi, Dr. A. Amali Vinupriyadharshini(2024). Principles of Marketing. ISBN: 978-93-92090-66-0. DOI: www.doi.org/10.47716/978-93-92090-66-0