Welcome to the world of Hand Book of Modern Marketing. This book is a guide to key concepts of changing business strategies amidst growing competition. The increasing competition in and from the global markets will make the existence of companies difficult as customers will really enjoy being the kingpins. Marketing is an essential function in any organization, as it directly impacts a company's ability to understand its customers, create valuable products or services, and ultimately drive growth and profitability. 

Thus, the Modern Marketing may have to be understood in a broader perspective of eight P’s Comprising of product, price, place, promotion, packaging, pace people, and performance. The business performance of a company matters a lot to a customer to orient himself towards its, brand, product or services. Customers are pillars in the contemporary business environment who help build and retain brands in the market.

The handbook is developed for students of Modern Marketing and comprehensively deals with the core themes of Marketing Management. This book presents the complex marketing issues in a simple language and by generating adequate illustration, wherever required. It provides a holistic and up-to-date overview of Marketing management concepts and practices. We have drawn upon the latest research, industry examples, and real-world case studies to ensure that you gain a deep understanding of the key principles and strategies that drive successful Marketing campaigns. Whether you are a student seeking to build a strong academic foundation, a professional looking to enhance your career prospects, or an entrepreneur aiming to master the art of Marketing, this book is your comprehensive