COVER -- Contents -- Introduction to Marketing -- Understanding the Marketing Environment -- Market Segmentation, Targeting and Positioning -- Buyer Behaviour (Consumer Behaviour) -- Marketing Research -- Demand Measurement and Sales Forecasting -- Product Decisions -- The New Product Development Process -- The Concept of Product Life Cycle (PLC) -- Services Marketing -- Pricing Decision and Strategies -- Distribution Decisions -- Marketing Communications -- Personal Selling and Sales Force Management -- Customer Relationship Management (CRM) -- Marketing Planning -- Rural Marketing -- Consumerism -- Retail Management -- Global Marketing -- Insurance Marketing -- E-Marketing -- New Horizons in Marketing -- Indian Marketing Environment -- Competition Analysis and Strategic Response -- Event Marketing -- Marketing Information System (MkIS) -- Case Studies -- Bibliography.