Description

About the book

The book aims at familiarizing students with the marketing function in organization. It will help the students with understanding of various marketing concepts and ideologies along with understanding of marketing mix elements and sensitize them to certain emerging issues in marketing. This book tries to create awareness about the applicability of the concepts, techniques, and process of marketing in rural context and to familiarize students with special problems related to sales in rural markets. The book also helps the students to understand and integrate market communication theories and concepts with all elements of the promotional mix. It tries to acquaint students with approaches and methods to develop, execute and evaluate advertising campaigns. The book also aims to educate the student with the different environmental factors which affect business and tires to develop the ability to understand and scan business environment to analyze the opportunities and take decisions under certainty. At last, help the reader to learn some tools and techniques of marketing with focus on Indian experiences, approaches and cases.

About the author

Jasleen Kaur Sarpal, currently working as an Assistant Professor in the Department of Commerce at College of Vocational Studies, University of Delhi since 2017. She did her Bachelor of Commerce from University of Delhi (2012) and Master of Commerce from University of Delhi (2014). She received many other awards for her excellent academic record. She has published around ten Research papers in the journal of repute and presented many research papers in national as well as international conferences. She has participated in various other conferences, seminars and workshops. During the lockdown period she is actively engaged in online teaching learning process, preparing mock tests for students and thus participated in thirty-seven webinars, four Faculty Development programs and three workshops. She is the lifetime member of Indian Accounting Association. Her area of specialisation includes: finance, marketing & HRM., Dr Neeti Hooda, currently working as an Assistant Professor in the Department of Commerce at College of Vocational Studies, University of Delhi since 2017. She did her Bachelor of Commerce from University of Delhi (2013) and Master of Commerce from Maharshi Dayanand University, Rohtak (2015). She has been the third rank holder in her graduation. She received many other awards for her excellent academic record. She has published around fifteen Research papers in the journal of repute and presented twenty research papers in national as well as international conferences. She has been awarded with memento for the best paper presentation in national seminar on Innovation and Entrepreneurship in the Global Economy: Opportunities and challenges (March, 2017) and other for national conference on Global Information and Business Strategies (Dec, 2018). She has participated in various other conferences, seminars and workshops. During the lockdown period she is actively engaged in online teaching learning process, prepaing mock tests for students and thus participated in thirty-seven webinars, four Faculty Development programs and three workshops. She is the lifetime member of Indian Accounting Association. Her area of specialisation includes: finance, marketing & HRM. She did her Doctor of Philosophy in finance from Department of Commerce, Maharshi Dayanand University, Rohtak.