Marketing is the heartbeat of every successful business. It connects organizations with their customers, drives growth, and shapes the way products and services are perceived in a competitive marketplace. The rapid evolution of technology, globalization, and changing consumer expectations has transformed marketing into a dynamic discipline that requires both strategic thinking and practical execution.
This book, Marketing Management, is designed to provide a comprehensive understanding of marketing principles, strategies, and contemporary practices. It covers foundational concepts such as sales management, consumer behavior, brand positioning, and marketing research, while also addressing modern trends including digital marketing, social media engagement, sustainable marketing, and ethical practices. Each chapter is structured to blend theoretical insights with practical examples, case studies, and tools that students, professionals, and entrepreneurs can apply in real-world scenarios.
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Dr. Satendra S. Thakur, Dr. Anita Vishwakarma, Dr. Namrata Thakur
Dr. Satendra S. Thakur is currently serving as Professor and Dean, Faculty of Management at RKDF University, Bhopal. He brings with him over 17 years of teaching and research experience in the field of Management. Dr. Thakur was awarded a Ph.D. in Management by Barkatullah University, Bhopal, in 2012.An accomplished academician, Dr. Thakur has published more than 80 research papers in reputed national and international journals and has authored 07 books in the domain of management. He has successfully supervised around 19 Ph.D. scholars, with degrees awarded under his mentorship at both Barkatullah University and RKDF University. Dr. Thakur has expertise in Research Methodology, Human resource management, Marketing Management, Business Statistics he is also expert in Data analysis through SPSS. In addition to his academic roles, Dr. Thakur also holds the position of Coordinator, Internal Quality Assurance Cell (IQAC) at RKDF University, contributing significantly to the institution's quality assurance and academic excellence initiatives.
Dr. Anita Vishwakarma is currently serving as an Associate Professor at the TIT Group of Institutions, Bhopal. She began her professional journey in 2008 and brings with her over 17 years of rich experience spanning both academia and industry. Dr. Vishwakarma holds an MBA and earned her Ph.D. in 2022 from Barkatullah University, Bhopal, with a specialization in Green Marketing.Additionally, she has several research articles published in reputed, peer-reviewed journals. Her academic repertoire includes teaching a wide array of management subjects such as Management Concepts and Practices, Production and Operations Management, Marketing Management, Advertising Management, Organizational Behavior, Consumer Behavior, Retail Management, Business Legislation, and Strategic Management.
Dr. Namrata Thakur is currently serving as an Assistant Professor in the Faculty of Management at RKDF University, Bhopal. She completed her MBA with dual specialization in Human Resource Management and Finance in 2022. Ms. Namrata is presently pursuing her Ph.D. in Management from RKDF University, Bhopal.She possesses expertise in a range of management subjects, including Human Resource Management, Organizational Behavior, Business Law, and Business Policy. Her academic interests reflect a strong foundation in both theoretical and practical aspects of management education.
