About the Book

A book that you dive into the basic of fundamentals of marketing: the study of the fundamentals of

marketing is essential not for every graduate and post graduate student of management and

commerce but also for consultants of various agencies and business organizations.

This book offers an effective and easy to understand approach to the study of fundamentals of

marketing. This book comprehensively covers marketing concepts, principles and practices and

presents real-life case examples and applications of successes and failures of product and services in

the marketplace. One may learn various marketing terms, concepts, jargons and applications from

this textbook. The book layout helps with what could otherwise be a tedious read. Text and images

shows why some products have greater customer appeal and are successful than others in the market

place. Each chapter provides an overview of key points and application scenarios. This might best be

read with a study group. Excellent text highly recommended. The text also works in courses that

implement a cross-functional curriculum where the students are required to purchase several texts.

This book covers the syllabus of most of the universities with MBA, PGDBM, M.Com, BBA and

B.Com. disciplines offering a course on marketing and advertising. This book will also prove an asset

to the research scholars, teachers and students who all are preparing for UGC NET and SLET

examinations.

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About the Authors

1. Dr. Vikas Saraf

Dr. Vikas Saraf is working as Professor and Director in Vidyasagar

Institute of Management, Bhopal. He has rich experience of

industrial/teaching for more than 16 years. Dr. Saraf holds master’s

degree in Business Administration from FMS, Dr. Hari Singh Gour

University Sagar (M.P). He has successfully completed his three

months Faculty Development Program (International Teachers

Development Program for Management Educators) from

IIM, Indore.

Dr. Saraf has done Ph.D in the faculty of Applied Economics and Business Management from

Barkatullah University, Bhopal. He has taught at Banasthali Vidyapith (Deemed) University

Rajasthan & various other reputed management Institute/University as a faculty member. Dr. Saraf

has also worked with The Institute of Cost & Works Accountant of India (ICWAI) Delhi Head Office

as Joint Director.

Dr. Saraf has developed various Training Modules for motivating sales team, corporate

communication and also developed teaching module for the M.B.A. PGDBA, B.B.A and B.Com

students. He has organized and presented several papers in International & National

Conferences/Seminars and credited with research/articles publications in various referred and

reputed journals. Dr. Saraf has written/ revised many books in the field of Management. He is

member of various institutional, professional bodies and associated with various national

bodies/committees as an expert member. His areas of interest include: - Marketing & Advertising,

Quantitative Techniques, Operation Research and Micro Economics.

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2. Mr. Pawan Thakur

Mr. Pawan Thakur is the Secretary, SCIT Group of Institutions,

Bhopal run by Maa Kalyani Shiksha Sansthan, Bhopal. He is currently

working as Assistant Professor & HOD, Department of Computer

Application & Information Technology in Vidyasagar Institute of

Management, Bhopal. He has rich experience of Teaching for more

than 09 years. He has taught at M.C.A. and Commerce department of

Geetanjali Govt. Girls P.G. College, Bhopal & various other reputed

Institutes as a faculty member.

Mr. Thakur is a teacher, trainer and consultant in the field of

Information Technology and Management. He holds MCA (Honors), M.A. (Economics) and M. Phil.

He has written and revised many books and self Instructional Material Modules including

Management, Information Technology, Internet and E- Commerce and published many papers in

National and International Journal. Mr. Thakur has developed various Training Modules for

motivating employees, students and management and also developed teaching module for the

M.B.A., M.C.A., B.B.A, B.Com and B.E. students. His areas of interest include: - Marketing & E-

Commerce, Management information System, Managerial Economics Project Management, OOPs

Programming and Distributed System.

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