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Type: Print Book
Genre: Education & Language
Language: English
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Description

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 production-oriented
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 planning.

About the Authors

Prof. (Dr.) Bhavna Agarwal
Prof. (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 vario
us 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 obtained her Ph.D. degree in Business Administration
from G.B. Pant University of Agriculture and Technology, Pantnagar,
Uttarakhand (India). Dr. Rana has around 15 years of work experience in
teaching, industry and research. Presently, working at KCC Institute of Legal
and Higher Education, Gr. Noida, She has supervised two candidates for the
Ph.D. Degree while another 5 candidates working under her guidance. She has
undertaken various fully funded projects (Kingdom of Saudi Arabia). 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 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

Book Details

ISBN: 9789367178072
Publisher: GEH Press
Number of Pages: 128
Dimensions: A4
Interior Pages: B&W
Binding: Paperback (Perfect Binding)
Availability: In Stock (Print on Demand)

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