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
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
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.
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.