Marketing orientation is an essential for the success of business organisation, as marketinghas become cumbersome in competitive era. Fundamental understanding of marketingprincipals and marketing techniques help the business organisation to have the consumeracceptance and loyalty profitably. Understanding of marketing is also essential for theconsumer to take right buying decision at right time. The present book is a sincere effort toprovide through understanding of conceptual base of marketing to the readers. It covers awide range of topics relevant to marketing and promotion of products. It focuses on theimportance of marketing for the marketers. Depending upon the present era or market thefocus has been given on Marketing Philosophies, Marketing Mix, Product & Services,Consumers Behaviour, Branding, Advertising, etc. Caselet has been developed in thebeginning and case studies in the end of the chapters. The Learning objectives provide theoutline to the chapter detail and summery put the chapter detail in nutshell. Multiple choice,short questions and long questions during the chapters helps in quick revision of thedeveloped topics. The objective of the book is to through knowledge about the numerousdimensions of marketing in a systematic manner. We hope our efforts would help all thosewho are desirous to have marketing knowledge