Principles of Marketing with Case-Based Practical Exercises is a definitive textbook designed to address the evolving marketing landscape in today's competitive environment. Grounded in theoretical rigour and supplemented by practical case-based exercises aligned with the National Education Policy (NEP), this book offers a holistic view of marketing principles?from foundational concepts to emerging trends like green marketing, digital marketing, and sustainable marketing. This Edition bridges academic depth and applications, making it a valuable resource for readers This book is intended for the following audience: Undergraduate and Postgraduate Students of Commerce and Management (B.Com, B.Com (Hons.), BBA, MBA, etc.) Researchers and Academicians seeking a detailed reference on both foundational and evolving marketing practices Industry Practitioners looking to refresh or deepen their conceptual knowledge with examples and case studies, especially in the Indian context The Present Publication is the 4th Edition, authored by Prof. (Dr) Kavita Sharma and Dr Swati Aggarwal, with the following noteworthy features: [Comprehensive Curriculum Coverage] Covers all essential topics, aligning with graduate-level courses and the latest NEP guidelines [Illustrative Learning Aids] Enriched with product advertisements, flow charts, figures, and tables to make learning engaging and experiential [Case Studies] Each chapter features contemporary case studies?compiled through secondary sources?to illustrate practical applications and foster analytical thinking [Case-based Practical Exercises] Incorporates exercises at the end of each chapter to reinforce critical concepts and enhance problem-solving skills, in line with NEP