About the Book
This book is an outcome of the remarkable contribution by eminent academicians and research scholars on contemporary issues in marketing. Major contemporary issues of marketing like content marketing, Green marketing, Sustainable marketing, Service marketing, Rural retailing, Search engine marketing, Organised retailing, E-commerce, Neuro-marketing and Integrated marketing communication have been incorporated in this book. The objective of this book is to familiarise the students, academicians and marketers with the recent trends of marketing. Research papers have been discussed in easy and comprehensive language. This book will definitely help the marketers to understand the contemporary issues of marketing and help them in formulating suitable marketing strategies.
About the Author
Dr. Rakesh Kumar is presently working as Assistant Professor of management at Shaheed Bhagat Singh College, University of Delhi, Delhi. Prior to his present assignment, he was HOD of Management Department at Abhilashi Institute of Management Studies, Ner Chowk, Mandi, Himachal Pradesh. He has done PhD in Marketing Management from Department of Commerce and Management Studies, Himachal Pradesh University, Shimla. His areas of research cover marketing management, consumer behaviour, societal marketing, and Green Marketing. He has presented 6 research papers on contemporary issues on commerce and management at various national and international conferences and seminars across the country. He has to his credit 12 research papers published in refereed journals. He has also supervised 7 MPhil dissertations. He has been Counselor for Post-Graduate classes in distance education centre of IGNOU, New Delhi.