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This book covers complete and updated syllabus of UPTU, CCS and other state technical universities. It is classified into fourteen chapters: ? The first chapter covers marketing management and marketing functions. ? The second chapter deals with theories and techniques of marketing. ? The third chapter examines consumer behavior. ? The fourth chapter covers product for marketing. ? The fifth chapter deals with price and pricing strategy. ? The sixth chapter examines various channels of distribution. ? The seventh chapter describes distributors planning and strategy. ? The eighth chapter discusses location and structure of warehouse. ? The ninth chapter examines incoming material receipt. ? The tenth chapter deals with retrieval and transaction processing system. ? The eleventh chapter discusses inventory management. ? The twelfth chapter focuses promotional strategies. ? The thirteenth chapter describes personal selling. ? The last chapter describes direct marketing.