Myriad books on marketing are available! So, what is so special about this one? This book aims to address modern marketing in a way that is succinct and at the same time, clear and accessible, illustrating the fundamental theoretical aspects and facilitating the transfer of these elements into real-world situations. Marketing has always been studied and discussed in a specific context - it could be a certain era, geography, industry/sector and so on. Here, the context is the new and emerging India. 20 success stories from India are featured in this book. These include consumer goods companies, start-ups, government organizations, educational institutions, MNC subsidiaries in India and so on. Reading this book allows you to: 🔹 Acquire basic knowledge of modern marketing and marketing management processes in the context of real-world scenarios. 🔹 Know the main marketing tools and how they interact and contribute to the overall marketing program. 🔹 Develop your own marketing strategy. Key Features 🔹 Engages the reader by covering all the essential marketing concepts and their applications - from scope to the future of marketing. 🔹 Makes the discussion interesting and real by including discussion of the concepts in the context of 20 case studies developed in the Indian setting. 🔹 Renders the treatment contemporary by integrating topics like Marketing in the Post-Covid 19 World; The Rise of AI-driven Metahumans; Design and Innovation; and so on.