The field of marketing has been changing fast over the recent decades. In the current scenario of connected global markets and online marketing, it has become a vibrant and interactive field. This book teaches students how to create customer value, build brand loyalty, and customer communities, in addition to traditional marketing principles, each chapter opens with an ill The field of marketing has been changing fast over the recent decades. In the current scenario of connected global markets and online marketing, it has become a vibrant and interactive field. This book teaches students how to create customer value, build brand loyalty, and customer communities, in addition to traditional marketing principles, each chapter opens with an illustrative real life example. The text is divided into four parts, Defining Marketing and Marketing Practices, Understanding the Marketplace and Consumers, Designing a Customer-Driven Strategy and Mix, and Extending Marketing. There are three Appendix sections, Marketing Plan, Marketing by Numbers, and Rural Marketing. The book also comes with a learning package that includes a manual and PowerPoint presentations for instructors, PowerPoint presentations for students, and access to Pearson’s MyMarketingLab. Winner of the First Prize for Excellence in Book Production for the year 2010 in the category of College Textbooks (English) awarded by The Federation of Indian Publishers. Salient Features: 1. An interactive and student-friendly layout with annotated chapter-opening stories and figures, chapter outlines, explanatory author comments, and high-quality images facilitates understanding and eases learning. 2. Chapter-opening vignettes and real marketing boxes provide insights into real marketing practices in the Indian subcontinent and in the global context. 3. Coverage of new developments and topics such as sustainable marketing, blogs, and online communities and networks to explain how today’s marketers can make the brand a meaningful part of consumers’ lives. 4. Emphasis on the quantitative aspects of marketing through end-of-chapter exercises and Appendix 2: Marketing by the Numbers. 5. Insights into markets and marketing in the Indian subcontinent, including examples and cases from India, Pakistan, Bangladesh, and Sri Lanka, and an appendix on rural marketing. Product Dimensions: 10.6 x 8.5 x 1.4 inches Shipping Weight: 2.8 pounds.