Unlock the secrets of modern business with “Modern Marketing (Principles and Practices)”, the essential guide for aspiring marketers and seasoned professionals alike. This updated edition by The Bookish Owl addresses today’s complex business landscape with nine new chapters, presenting information in clear, lucid language. Key concepts are highlighted for easy review, and numerous case studies provide real-world application. Covering everything from market segmentation and digital marketing to consumer behavior and rural marketing, this comprehensive textbook equips you with the tools to create effective marketing strategies, understand the Indian consumer, and navigate the evolving world of e-business and TQM. A must-have for any student or practitioner.