Marketing Fundamentals

In an era defined by digital disruption, hyper-competition, and customer empowerment, understanding marketing is more essential than ever. Marketing Fundamentals offers a comprehensive, contemporary, and practical foundation in marketing, blending time-tested principles with real-world insights drawn from leading global and Indian brands. From segmentation and positioning to digital promotion and sustainability, this book brings marketing to life through engaging case studies. Whether you are a student exploring the 4Ps, a faculty member designing impactful lessons, or a marketing professional reimagining brand strategies, this textbook equips you with the knowledge and frameworks to thrive in today's marketplace. Explore topics such as: - The STP Process with real-time brand examples- New Product Development and Product Life Cycle strategies