Taxmann Principles of Marketing By Kavita Sharma , Swati Aggarwal Edition July 2021

Taxmann Principles of Marketing By Kavita Sharma Swati Aggarwal

Taxmann Principles of Marketing By Kavita Sharma Swati Aggarwal

Principles of Marketing is a comprehensive & authentic textbook on ‘Principles of Marketing. The book aims to bring an understanding of various aspects of marketing practices.

This book aims to fulfil the requirement of students of B.Com. (Hons.)/B.Com. as per CBCS programme, BBA, MBA & other Commerce and Management courses. Those in the field of marketing will find the book relevant for conceptual understanding.

The Present Publication is the 2^nd Edition, authored by Prof. Kavita Sharma & Dr. Swati Aggarwal, with the following noteworthy features:

• [Simple, Systematic & Comprehensive Explaination] The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing.
• [Student-Oriented Book] This book has been developed, keeping in mind the following factors:
  • Interaction of the author/teacher with their students in the classroom
  • Shaped by the author/teachers experience of teaching the subject-matter at different levels
  • Reaction and responses of students have also been incorporated at various places in the book
• [Multiple Examples] The book provides deep insights into the core concepts of marketing based on extant literature, examples and cases (Indian context)
• [Pictorial Representation, Tables, Flow Charts, etc.] The chapter discussions are supported by relevant pictures in the form of product advertisement, figures, tables, flow charts to make the text an experience
• [Questions] Each chapter contains a set of discussion questions to review the concepts in the chapter.

Contents of this book are as follows:

• Introduction to Marketing
  • Basics of Marketing
  • Marketing Environment
• Market Selection
  • Consumer Behaviour
  • Market Selection: Segmentation, Targeting and Positioning
• Marketing Decisions Related to Product
  • Product Decisions
  • New Product Development
• Marketing Decisions Related to Pricing and Distribution
  • Pricing Decisions
  • Distribution Decisions
  • Retailing
• Marketing Decisions Related to Promotion and New Developments
  • Promotion Decisions
  • Services Marketing
  • Relationship Marketing
  • Contemporary Issues in Marketing

About the author

Kavita Sharma

Prof. Kavita Sharma is a Professor at the Department of Commerce, Delhi School of Economics, University of Delhi. She has published her research work in national and international journals, including the following:

• Journal of Business Research (JBR)
• Vikalpa – The Journal of Decision Makers
• Vision – The Journal of Business Perspective
• Journal of Indian Business Research (JIBR)
• Journal of Law and Social Sciences
• Global Business Review

She is the reviewer for Journal of Business Research, Industrial Marketing Management; Qualitative Market Research – An International Journal, Vision – The Journal for Business Perspective.

She has successfully supervised 17 Ph.D. and 14 M.Phil. scholars in the area of marketing, consumer behaviour, relationship marketing, green marketing, international business and accounting.

Swati Aggarwal

Dr. Swati Aggarwal is an Associate Professor at the Department of Commerce, Zakir Husain Delhi College, University of Delhi. An alumnus of Lakshmibai College, she pursued her Post Graduation, M. Phil. and Ph. D from Department of Commerce, Delhi School of Economics, University of Delhi.

Her ardor and commitment are well reflected in marketing management and corporate law being her areas of specialization. Displaying flamboyance and dynamism, her contribution expands to holding several academic and administrative positions in the two decades of her academic career.

She has participated and presented various research papers on marketing in International and National Conferences and Seminars organized by the Department of Management Studies, Indian Institute of Science Bangalore, IIM Lucknow, Department of Commerce, Delhi School of Economics, University of Delhi, to name a few. She has published articles in professional journals of repute, including:

• Journal of Business Research
• Journal of Commerce and Business Studies
• CMSP-2015
• APEEJAY School of Management
• IIM Journal

She also holds to her credit organizing Faculty Development Program and several national conventions at Zakir Husain Delhi College, University of Delhi.