Principles of Marketing B.Com. II year (III Semester) K.U.

In the present age, the unparalleled growth in the field of technology and communication has influenced all spheres of life. In such times the business processes too have not remained untouched by this. Marketing holds an important place in business processes as the ultimate aim of production is sale. The success of any business unit depends upon the degree of satisfaction of its customers. The business unit which is trusted more by the customers will be able to sell more. For commerce students it is necessary to be acquainted with the basic principles and techniques of marketing; only then they can tread confidently into the field of marketing.

This book has been written in accordance with the latest syllabus for B.Com. (II Year) of K.U., Kurukshetra.

For the convenience of English medium students the subject has been explained in easy and simple language. To make the subject simple and easy to understand various examples and diagrams have been given in various chapters. Only the reader can judge the practical utility of our venture. In order to make the book more useful and student friendly suggestions are welcome and will be acknowledged.

We express our gratitude to our friends and colleagues especially Sh. D.D. Singhal, Ex-Principal, Vaish College, Rohtak and Prof. D.K. Goel, Ex-Head, Dept. of Commerce, Vaish College, Rohtak whose encouragement and advice enabled us to bring this book to you.