This book combines theory and applications. This is a comprehensive textbook is different from others in terms of coverage and presentation and provides comprehensive coverage for MBA, MA, MSc., BBA, BSc., BA and other postgraduate and professional courses. This book useful for its coverage and simple, easy to understand, jargon free language, focused coverage and sound theoretical base. The structure of the text encourages and supports completion of an in depth. The contents and the organization of the chapters make the book eminently suitable for short term professional courses on the subject.