Already a popular and well accepted text in the market for the subject, This edition of Bob marketing carries on the legacy this text has created. ¬The book is comprehensive, well updated and covers the entire gamut of Bob marketing by exploring the area through text and cases. Written with outcome-based learning approach, it offers exhaustive pedagogy and covers latest technological advancements as well as recent trends in the market. \n\nSalient features: \n1) New chapters on managing services for business markets, and technology-enabled B2B marketing \n2) New sections on marketing relations vis-à-vis relationship marketing, 3Ps of branding, marketing of Bob solutions, fly-wheel marketing, fighter brands, Green logistics etc. \n3) New 13 Latest cases, making a total of 58 \n4) exhaustive and updated pedagogy \n5) rich pool of instructor resources.