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Key features systematic and methodical manner of coverage of topics visually appealing presentation brief caselets from indian businesses detailed case studies simulating real world corporate problems and dilemmas chapter review cards at the end of each chapter rich pedagogical features such as key terms, learning objective, chapter-end exercises about the book: mktg: what's inside an innovative approach to learning and teaching 4ltr press, a cengage learning product, is a widely acclaimed concept of learning with a simple approach-creating an innovative teaching and learning solution built around today's learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in south asia to an innovative concept in management studies. Since the launch, 4ltr press has helped more than 1,000,000 college students at over 1,500 schools succeed worldwide. Mktg, a 4ltr press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features. Contents chapter 1 an overview of marketing chapter 2 strategic planning for competitive advantage chapter 3 ethics and social responsibility chapter 4 the marketing environment chapter 5 developing a global vision case 1: aviva life insurance company india ltd. Chapter 6 consumer decision making chapter 7 business marketing chapter 8 segmenting and targeting markets chapter 9 decision support systems and marketing research case 2: makemytrip.com (a) chapter 10 product concepts chapter 11 developing and managing products chapter 12 services and nonprofit organization marketing case 3: a- - from Amzon