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Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases. The book begins with an introduction to the subject and goes on to elaborate on the marketing processes. Next, it analyses marketing environment, consumer needs, and consumer behaviour, which is followed by a discussion on market segmentation and target selection. The book subsequently elaborates on product positioning, product decisions, and product development. It also covers the concepts and applications of pricing decisions, communication, advertising, personal selling, and distribution functions. It concludes with analyses of marketing in organizations, new developments, and specialized fields in marketing. Besides students, the book with its application-oriented approach would also be useful to marketing professionals. About the Author Harsh V. Verma is Associate Professor of Marketing at Faculty of Management Studies, University of Delhi, with over 23 years of teaching experience. Ekta Duggal is Assistant Professor of Commerce at Motilal Nehru College, University of Delhi. She has been a visiting faculty at Delhi School of Economics.