Full coverage of the prescribed syllabus Systematic arrangement of topics and analytical presentation. Learning objectives in the beginning of each chapter to provide a bird's eye-view of the contents. Extensive use of Tables and diagrams to illustrate the text Examples from Indian industry Reader friendly format and simple language Summary at the end of each chapter for quick-revision before the examination. Test questions culled from B Com (Hons.) examinations of Delhi University. Principles of Marketing has been especially designed and written for the new syllabus of paper CH 34 (Principles of Marketing) for the B Com (Hons) semester III course of Delhi University. The book will also be useful for similar courses at the undergraduate level. Comprehensive and analytical presentation of the subject matter. Learning objectives in the beginning of each chapter to give a bird's eye-view of the contents. Tables and diagrams to facilitate understanding. Examples from Indian Industry. Summary at the end of each chapter for quick revision before the examination. Reader friendly format and simple language. Test questions culled from B Com (Hons ) examinations of Delhi University.