Marketing Fundamentals

Marketing is the foundation of any successful enterprise, connecting businesses with consumers through value creation, communication, and relationship-building. Understanding fundamental marketing principles enables organizations to effectively position products and services in competitive markets. Marketing Fundamentals provides an in-depth overview of core marketing concepts, including market segmentation, consumer behavior, branding, and the marketing mix. The book also discusses digital marketing trends, sustainability in marketing, and strategic decision-making. Through practical examples and analytical frameworks, it equips readers with a solid understanding of how marketing drives organizational growth and customer satisfaction in both local and global contexts.

Dr. Risha Khandelwal has expertise in finance and global business as an academician and researcher. She has been teaching and conducting research for more than six years. She has held positions at JECRC University in Jaipur and GL A University in Mathura. She received the UGC fellowship after passing the NET-JRF. She has written case studies, book chapters, and research papers that have been indexed by Google Scholar and SCOPUS. She is proficient in utilizing econometrics to analyze secondary data. She is currently a freelancer, helping academics with their research projects.