Principles of Marketing is a lucid, classroom-ready guide to the whole of modern marketing—from first principles to the research questions shaping the field today. Drawing on decades of University of Delhi teaching experience, it grounds every concept in theory and then proves it with richly illustrated, real-world cases set in the Indian context. Its NEP-aligned, case-based exercises are built to make students analyse, apply, and debate rather than memorise—with fresh emphasis on digital, social-media, and sustainable marketing. Organised into five units and thirteen chapters that each follow the same predictable flow, it works equally well as a primary text for B.Com (Hons.)/B.Com, BBA, and MBA courses and as a practical reference for marketers and teachers.
