This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts, with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context. This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data. The focus of the new edition is more on the ???Innovations in Marketing??? which are imperative for an emerging market like India. The text very well captures the marketing initiatives, practices and successes of Indian companies both in the domestic and more recently, in the global markets. In this edition, some of the relevant chapters have been retained in original form, and significant changes have been made in many others to make them contemporary with new data, research inputs and concepts. The book has been structured in the following six sections: The Marketing Environment, Assembling the Marketing Toolbox, Creating of Customer Value, Communication and Deliverance of Customer Value, Creating Sustainable Competitive Value and Growth, and Broadening Horizons.