Contents: 1. Fundamentals of Marketing: Fundamentals of Marketing. i. Marketing Research. ii. Marketing Environment. iii. Consumer Behaviour. 2. Selection of Markets: i. Segmentation and Targeting. ii. Positioning. 3. Product Decisions: i. Product Management. ii. Brand Management. iii. Management of Innovations. 4. Pricing Decisions: i. Pricing Strategy. 5. Distribution Decisions: i. Distribution. ii. Retailing. 6. Communication Decisions: i. Integrated Marketing Communication. ii. Advertising Management. 7. Impact of Competition on Strategy: i. Competitive Marketing Strategy. 8. Reaching Consumers Directly: i. Direct Marketing. ii. Internet Marketing. iii. Personal Selling and Sales Management. 9. Analysing Marketing: i. Business Marketing. ii. Marketing of Services. iii. International Marketing. iv. Marketing for Non-Profit Organization. v. Rural Marketing.