Marketing is at the heart of any business. Marketing strategies in recent years have changed enormously in view of the liberalization, privatization and globalization wave sweeping across the world. To face the challenges of the modern competitive world, marketers have become very innovative and aggressive. In an environment of cut-throat competition, only the fittest can survive. New terminologies and strategies have appeared on the scene to browbeat the competitors in the product/service markets, domestically and internationally. Green marketing, viral marketing, ambush marketing, internet marketing and e-marketing are some of the new forms for enticing/retaining customers, apart from the traditional methods.

This book contains 11 research papers, authored by marketing experts, which explain/decode the intricacies of new forms of marketing mentioned above. These scholarly papers will prove immensely useful to the teachers and students of marketing and related areas.

Dr. K. Pongiannan is presently Assistant Professor, Post-graduate and Research Department of Commerce, Government Arts College, Dharmapuri, Tamil Nadu. With expertise in the field of marketing of more than 10 years, he has authored two books and published 23 research papers in referred and indexed national and international journals. He has presented 18 papers at international conferences and 29 papers at national level conferences/seminars on various areas of commerce.

Dr. Pongiannan is member of various professional bodies including Indian Commerce Association, New Delhi and Indian Accounting Association, Vishakapatnam. He is a member and reviewer of editorial/advisory boards of a number of leading national and international journals in commerce and management.