The study and management of exchange relationships is called marketing. It is considered to be a major component of business management. It is the business process by which a relationship is developed between a brand and a customer. The marketing practice may be guided by product orientation, production orientation, sales orientation, societal marketing, or market orientation. In order to bring a product or a service to the market, the key aspects that must be considered are the product, its price, distribution and promotion. Several factors affect the marketing decision-making and planning, pertaining to the micro-environment, macro-environment and the internal environment of the firm. These may include the consumer, the supplier, the employee, labor, budget, logistics, the sociopolitical, legal and economic factors, etc. This book discusses the fundamentals as well as modern approaches of marketing. It provides significant information of this discipline to help develop a good understanding of business marketing and administration. Researchers and students in this field will be assisted by this book.