This textbook attempts to understand the multiple branches that fall under the discipline of marketing and how such concepts have practical applications. Marketing is analysing consumer perception to set and meet organizational objectives. There are four primary aspects of any marketing strategy – product, place, price and promotion. Marketing comprises the development of campaigns that target customer needs and their conception of 'quality'. The chapters in this book are compiled to enable the readers to develop a comprehensive understanding of the subject and to gain insights into the some of its unexplored aspects. Easy to comprehend language and extensive use of examples makes this book is an ideal reference text for a broad spectrum of readers.