A South-Asian Perspective! Get set to master the principles of Marketing and realize your life goals with this latest edition of the Marketing Bible.

Mirroring the consistent changes in marketing theory and practice, the 14th Edition features updated and revised content from the global as well as local context, while keeping many of the distinguishing features of the past editions. Developed keeping in mind the management challenges in South-Asian countries, it brings a host of exciting case studies and local insights that will go a long way in helping students master the principles of marketing.