PRINCIPLES OF MARKETING

This book, Principles of Marketing, provides a simple and clear understanding of the fundamental concepts of marketing. It explains how businesses identify customer needs, create valuable products, and deliver them effectively. The book covers key topics such as market segmentation, consumer behavior, the marketing mix, product life cycle, pricing, promotion, distribution, digital marketing, and marketing ethics. Designed especially for BCom and undergraduate students, the content is presented in easy-to-understand language with practical examples. It also includes modern marketing trends, helping students connect theory with real-world applications. This book serves as a useful guide for anyone seeking to learn the basics of marketing in today's dynamic business environment. In addition to theoretical concepts, the book focuses on the role of marketing in real-life business decisions. Special attention is given to emerging practices such as green marketing, social media marketing, and customer relationship management (CRM). Each chapter introduces concepts step by step and concludes with short summaries and thought-provoking questions to reinforce learning.

Autorentext

Dr. H. Anis Fathima is an Assistant Professor of Commerce (Banking) at Hajee Karutha Rowther Howdia College, Uthamapalayam, Theni District, Tamil Nadu, with over 16 years of teaching experience. A passionate educator and dedicated researcher, she has published numerous articles in reputed ISBN and ISSN journals and holds a registered patent.