The present book attempts to bridge the gap between the theory of marketing and reality. The primary focus is on building a conceptual framework for developing marketing strategies. The book with references to the Indian context, highlights the sweeping economic reforms and their impact on the opening up of Indian markets to foreign companies. Much of the information in the book is received knowledge. The book is the culmination of more than fifteen years of teaching marketing and related subjects to both the postgraduate students of business administration and graduate engineering students.