Taxmann Principles of Marketing Book by Kavita Sharma, Swati Aggarwal

Principles of Marketing with Case-Based Practical Exercises is a definitive textbook designed to address the evolving marketing landscape in today's competitive environment. Grounded in theoretical rigour and supplemented by practical case-based exercises aligned with the National Education Policy (NEP), this book offers a holistic view of marketing principles—from foundational concepts to emerging trends like green marketing, digital marketing, and sustainable marketing. This Edition bridges academic depth and applications, making it a valuable resource for readers

This book is intended for the following audience:

• Undergraduate and Postgraduate Students of Commerce and Management (B.Com, B.Com (Hons.), BBA, MBA, etc.)
• Researchers and Academicians seeking a detailed reference on both foundational and evolving marketing practices
• Industry Practitioners looking to refresh or deepen their conceptual knowledge with examples and case studies, especially in the Indian context

The Present Publication is the 4^th Edition, authored by Prof. (Dr) Kavita Sharma and Dr Swati Aggarwal, with the following noteworthy features:

• [Comprehensive Curriculum Coverage] Covers all essential topics, aligning with graduate-level courses and the latest NEP guidelines
• [Illustrative Learning Aids] Enriched with product advertisements, flow charts, figures, and tables to make learning engaging and experiential
• [Case Studies] Each chapter features contemporary case studies—compiled through secondary sources—to illustrate practical applications and foster analytical thinking
• [Case-based Practical Exercises] Incorporates exercises at the end of each chapter to reinforce critical concepts and enhance problem-solving skills, in line with NEP
• [Discussion Questions] Assists in self-assessment and promotes a deeper understanding of key marketing concepts
• [Ethics & Sustainability Focus] Includes sections on green marketing, deceptive promotional practices, and sustainable marketing strategies—key issues in modern marketing
• [Authored by Seasoned Experts] The credibility and depth of coverage come from the extensive academic and research experience of the authors

The coverage of the book is as follows:

• Fundamentals of Marketing
• Explore marketing definitions, scope, significance, and evolution of marketing concepts and philosophies
• Marketing Environment
• Understand micro and macro forces shaping market dynamics, equipping readers to make informed strategic decisions
• Consumer Behaviour & STP
• Delve into the psychology of consumer decision-making, identifying how segmentation, targeting, and positioning influence market success
• Product Decisions
• Learn about product mix, branding, packaging, and new product development while appreciating the role of value creation.
• Pricing Strategies
• Examine key pricing objectives, methods, and ethical considerations, illustrating how pricing impacts profitability and customer perception.
• Distribution & Retailing
• Understand distribution channels, logistics, and emerging retail formats, highlighting best practices and innovations in India.
• Promotion & Communication
• Master advertising, sales promotion, personal selling, public relations, and integrated marketing communication for coherent brand messaging.
• Relationship Marketing
• Grasp the essence of building and nurturing long-term customer relationships and collaborative partnerships
• Emerging Trends
• Stay updated with discussions on green marketing, rural marketing, digital marketing, and the significance of sustainability in modern business

The book is organised into five distinct units, each comprising multiple chapters that build upon one another to provide a logical and progressive learning path:

• Unit I | Introduction to Marketing – Establishes the basics of marketing philosophy and frameworks, highlighting the importance of studying marketing and its interplay with the external environment
• Unit II | Market Selection – Focuses on consumer behaviour and market segmentation strategies, targeting, and positioning, offering deep insights into how firms identify and serve the right customer segments
• Unit III | Marketing Decisions Related to Product – Dives into product strategy, from idea generation to branding and packaging, culminating with new product development and life cycle considerations
• Unit IV | Marketing Decisions Related to Pricing & Distribution – Explores how marketers set prices based on objectives, costs, and competition; covers various distribution structures and retailing formats, emphasising logistics and channel management.
• Unit V | Promotion Decisions & Emerging Developments – Discusses integrated marketing communication tools—advertising, personal selling, sales promotion, PR—and extend to relationship marketing, digital platforms, and ethical marketing practices.
• Chapter-end Enhancements
• Discussion Questions – Reinforce learning and foster classroom dialogue
• Case Studies – Illustrate practical company scenarios (e.g., Nestle, Gillette, Britannia)
• Case-based Practical Exercises – Developed in alignment with NEP, these exercises encourage experiential learning through role-plays, group discussions, and project work