1. The revised and updated edition of the book modern marketingcaters to the needs of students of marketing to meet the currentdifficult situations of business. 2. Nine new chapters have been added in this latest edition. 3. The matter is presented in simple and lucid language. 4. Important concepts have been highlighted to enable studentsfor a quick glance. 5. A number of case studies have been included. Contents: market and marketing modern marketing concept marketing system, marketing mix, marketing function buying, assembling and selling transportation storage and warehouses standardistation and grading marketing finance marketing risk marketing information and research marketing management marketing strategy and planning marketing environment market segmentation market targeting and positioning product planning managing the product development pricing strategy product related strategy consumer behaviour the indian consumers consumerism law relating to sale of goods the promotional programme sales promotion advertising personal selling sales organisation sales force managemefnt control of sales force sales forecast remuneration to salesmen channels of distribution—I channels of distribution—ii marketing of consumer goods marketing of industrial goods marketing of securities marketing of agricultural goods the marketing of services regulated markets organised markets cooperative marketing marketing control international marketing rural marketing marketing and society e-business total quality management recent trend in marketing.