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The volume explains the latest forms of marketing strategies practised by companies in the globalised world. Throwing light on various approaches to marketing, the marketing environment and market segmentation, it looks into many new forms of marketing in the globalised world like internet marketing, relationship marketing, green marketing, viral marketing, ambush marketing and other practices. It delves into the systems of marketing of goods and services in India and the problems relating to it. It focuses on rural marketing in India, covering peculiarities of rural markets and problems in rural marketing such as lower level of literacy, language diversity, unstable and seasonal demand. It takes up marketing in relation to banking services, insurance services, retail trading, tourism and healthcare services in detail as well as marketing of agricultural produce. It pays special attention to marketing problems of small-scale industries.