Principles of Marketing - DF25S11

This study material provides a clear introduction to the core concepts, tools, and processes of modern marketing. It explains marketing fundamentals, customer needs, the marketing mix, marketing research, consumer and business buying behavior, segmentation, targeting, positioning, and the 4Cs. Students also learn product and pricing strategies, channel management, retailing and wholesaling, e-commerce, advertising, public relations, personal selling, direct and interactive marketing, and word-of-mouth communication. With simple explanations, practical examples, and structured concepts, the book equips learners with a strong understanding of how marketing creates value and drives business success.