Prof. (Dr.) Bhavna Agarwal
This foundational chapter provides a comprehensive examination of marketing management
as a strategic business discipline. Beginning with fundamental definitions and conceptual
frameworks, the chapter explores the evolution of marketing thought from productionoriented philosophies to contemporary societal marketing approaches. Students will gain
insight into core marketing concepts including needs, wants, demand, and value creation,
while understanding the critical role marketing plays in modern business operations and
economic systems. The chapter concludes with an analysis of the marketing environment,
examining both micro and macro environmental factors that influence marketing decisions.
This comprehensive introduction establishes the theoretical foundation necessary for
advanced study in marketing management and strategic marketing planningProf. (Dr.) Bhavna Agarwal, having 25 years of experience, is one of the leading practitioners in Education. She is an expert in institutionalizing pedagogy, innovation and bringing about changes in all aspects of education which affect faculty and students. At present she is heading KCC Institute of Legal and Higher Education, Gr. Noida, Earlier. She was associated with Jaipuria Institute of Management, Ghaziabad and MIT, Moradabad. She is an expert in devising strategies for teaching, training, research, course development and pedagogy intervention. Her area of expertise is Brand Management and various strategies of Advertising. Dr Bhavna has published various papers in various International and National Journals. She is dexterous in handling multiple tasks & multiple teams with ease & expertise. She is uniquely goal oriented & has a special focus on Time management too.

Prof. (Dr.) Divya Rana
Prof. (Dr.) Divya Rana, having 15 years of work experience in teaching, industry and research. Presently, working at KCC Institute of Legal and Higher Education, Gr. Noida. Dr. Rana has extensively published her work in referred international journals of high repute published in Springer, Emerald & Wiley etc. to name a few that are indexed in Scopus with good impact factors. She has conducted several FDP’s, trainings and workshops and participated in a number of FDP’s focused on research methodology and data analysis. Dr. Rana is an editorial board member to several journals. She has presented papers in several international and national conferences. Her areas of interest are Sustainability, Green HRM, Cryptocurrency and Women Empowerment, etc.

Dr. Sri Ram Pandeya
The author has taught Political Science at Ramjas College, University of Delhi for a decade. He has done his PhD in Indian Political Thought and MPhil in Postcolonial Thought from Centre for Political Studies, Jawaharlal Nehru University. After completing his graduation from Hindu college, as a postgraduate student at the Faculty of Social Sciences at DU, he got interested in teaching and research in political philosophy. He is currently involved in teaching at KCCILHE and working on a chapter on political philosophy of justice in Ramayan’s Ayodhyakand. The author has a will to develop Indian thought as an academic flagbearer in the field of Political Science and Decision Making and looks to be working on the same in the coming years.