The overwhelming response from the students and teachers has encouraged me to thoroughly to write this book this book.. I am therefore presenting this edition before the readers. The feedback received from the readers has been incorporated at appropriate places. Every possible effort has been made to enhance the usefulness of the book. The present edition has all the aspects of marketing syllabus, for MBA STUDENTS left uncovered in the earlier edition.

In marketing this book updated, I have use concise and simple language and drawn the information from libraries. I am very much thankful to my Principal Madam – Dr. Manisha Saxena and my colleagues & well-wishers who have encouraged me to complete this work.

I can not afford to forget Ms. Shalini Tyagi & ITERC Family for his persistent pressure to revise and enlarge the existing book to make it more competitive. She also brought out this edition in record time.

I welcome every comment on the work for future refinement.