Book Details

Core Concepts of Marketing in  a Digital Age: From  Fundamentals to Innovation

Core Concepts of Marketing in a Digital Age: From Fundamentals to Innovation

Author(s): Khushleen Kaur, Devvrat Langayan, Meenakshi Aggarwal
Language: English
Format: Single-Component Retail Product (Book)
Year of Publication: 2026
Publisher Name: NPA Publishing (National Press Associates)
ISBN 978-93-7343-027-0
Price Paperback: ₹800.00

About the Book

Marketing is no longer just about promoting products and services—it has become a dynamic, data-driven, and consumer-centric discipline that bridges creativity, technology, and strategy. In today’s digital era, understanding consumer behaviour, leveraging data, and engaging with customers in real time are critical skills for any marketing professional. This book aims to provide a comprehensive guide to contemporary marketing practices, blending foundational concepts with practical insights from the digital world. The structure of this book reflects the evolving landscape of marketing. It begins with the basics, covering the principles of marketing and the evolution of consumer behaviour. It then progresses to explore specialized areas, including mobile marketing, digital consumer behaviour, social media marketing, and personalization strategies. The book also addresses modern tools and analytics that empower marketers to make data-driven decisions and craft effective, realtime engagement strategies. Finally, it emphasizes ethical, social, and sustainable marketing practices, reflecting the growing responsibility of businesses toward society and the environment.

Authors

Khushleen Kaur

Khushleen Kaur

Khushleen Kaur is an Assistant Professor and Head of the Department of Business Administration (MBA) at Khalsa College of Engineering & Technology,
Amritsar. She holds a Ph.D. in Business Management with specialization in Marketing Management from Punjabi University, Patiala. She is an academician with interests in Business Management, Marketing, Entrepreneurship, and Human Resource Management. With experience in teaching, research, academic administration, and student mentoring, she is committed to promoting practical learning, innovation, and professional development among students.

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Devvrat Langyan

Devvrat Langyan

Devvrat Langyan is an Assistant Professor in the Department of Management at M.L.N. College, Yamunanagar, Haryana. He holds MBA in Marketing & Finance from Kurukshetra University, Kurukshetra. He is UGC-NET qualified and is currently pursuing his Ph.D in marketing management. His academic journey is complemented by four published research papers and participation in two national and two international conferences. He has been a Best Paper Presenter at an international conference organised by the International Journal of Academic Research in Commerce and Management. He has also received appreciation for presenting the Best Paper at a multidisciplinary national seminar organised by G.M.N. College, Ambala Cantt., sponsored by ICSSR, Ministry of Education, Government of India. With more than three years of managerial-level experience with reputed banks, he brings together academic knowledgeand valuable industry experience. His diverse professional journey enables him to connect management theory with practical business perspectives.

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Meenakshi Aggarwal

Meenakshi Aggarwal

Meenakshi Aggarwal is working as an Assistant Professor in the Department of Commerce at Mukand Lal National College, Yamuna Nagar. She completed her B.Com. (Hons.) and M.Com. from Panjab University, Chandigarh, and has also qualified the UGC NET examination. She has six years of teaching experience at the undergraduate level and four years at the postgraduate level. Her academic interests include teaching, research, and the continuous development of knowledge. She has attended various national and international conferences and presented several research papers at national conferences. She is very passionate about imparting quality education, fostering critical thinking, and contributing to the academic and professional growth of students.

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