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Essentials of Modern Marketing

Essentials of Modern Marketing

Vikas Publishing
  • 9789359308418
  • 412 pages
  • Paperback
  • 6.50*9.25 inches
  • Book 850.00
  • 2024

Myriad books on marketing are available! So, what is so special about this one? This book aims to address modern marketing in a way that is succinct and at the same time, clear and accessible, illustrating the fundamental theoretical aspects and facilitating the transfer of these elements into real-world situations. Marketing has always been studied and discussed in a specific context - it could be a certain era, geography, industry/sector and so on. Here, the context is the new and emerging India. 20 success stories from India are featured in this book. These include consumer goods companies, start-ups, government organizations, educational institutions, MNC subsidiaries in India and so on.
Reading this book allows you to:
  • Acquire basic knowledge of modern marketing and marketing management processes in the context of real-world scenarios.
  • Know the main marketing tools and how they interact and contribute to the overall marketing program.
  • Develop your own marketing strategy.

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  • Engages the reader by covering all the essential marketing concepts and their applications - from scope to the future of marketing.
  • Makes the discussion interesting and real by including discussion of the concepts in the context of 20 case studies developed in the Indian setting.
  • Renders the treatment contemporary by integrating topics like Marketing in the Post-Covid 19 World; The Rise of AI-driven Metahumans; Design and Innovation; and so on.