Your Guide to Smart Strategies
Author of “Marketing Management Essentials: A Comprehensive Guide from Core Principles to Modern Strategies”
In today’s fast-changing business world, marketing plays a key role in the success of every organisation. Whether it is a new start-up, a growing enterprise, or a global brand, marketing decides how well a company connects with its customers and builds its identity in the market. Recognising this critical need, academician and researcher Mr. Aditya Kumar Singh has written a comprehensive textbook titled Marketing Management Essentials: A Comprehensive Guide from Core Principles to Modern Strategies, published in 2025.
The book is a well-structured and easy-to-understand guide that brings together the timeless fundamentals of marketing and the exciting new opportunities offered by the digital age. It is specially designed for students of BBA, MBA, B.Com, and M.Com, as well as for anyone who wants to build a strong foundation in marketing concepts.
About the Book
Marketing is often called the lifeblood of business, and for good reason. Every product we use, every service we enjoy, and every idea we support is shaped by marketing strategies. Mr. Singh’s book introduces readers to this fascinating world by simplifying complex theories and linking them to real-life business situations.
The book begins with the foundations of marketing, helping readers understand basic concepts like needs, wants, value, and exchange. It then takes them on a journey through the evolution of marketing thought—from production and product concepts to modern societal and digital marketing philosophies. This gives students a strong historical and conceptual background to understand how marketing has transformed over the years.
One of the book’s biggest strengths is its clarity and structure. Instead of using complicated academic language, the author has chosen simple and direct terms. This makes the text approachable even for beginners. Each chapter includes practical examples, simplified models, and illustrations, making it easy to connect theory with practice.
The book covers all the core elements of marketing in detail:
- Segmentation, Targeting, and Positioning (STP) – showing how companies identify their audience and create their market identity.
- The Marketing Mix (4Ps and 7Ps) – explaining product, price, place, promotion, and additional factors relevant to services.
- Consumer Behaviour – understanding why people buy and how decisions are made.
- Marketing Environment Analysis (PESTLE) – learning to navigate external factors like politics, technology, and culture.
- Digital and Green Marketing – exploring modern strategies like e-commerce, social media, sustainability, and AI.
Apart from theory, the book also addresses practical challenges like rural marketing in India, service marketing, and strategic planning. By the end, students gain not just academic knowledge but also skills and perspectives that can be applied in real business settings.
Why This Book Stands Out
Unlike many marketing textbooks that focus only on foreign examples or technical jargon, Marketing Management Essentials speaks directly to Indian students and professionals. The content blends global concepts with Indian case studies, helping learners see marketing in contexts they relate to—whether it is analysing consumer behaviour in Tier-2 cities, understanding rural markets, or exploring India’s fast-growing digital economy.
Another key highlight is the book’s focus on modern developments such as Artificial Intelligence in marketing, relationship marketing, and holistic strategies. In an age where businesses are driven by data and customer experience, this focus makes the book both timely and forward-looking.
About the Author: A Journey of Dedication and Excellence
Mr. Aditya Kumar Singh is a respected academician and researcher with over eight years of teaching experience. He currently serves as an Assistant Professor in the School of Finance and Commerce at Galgotias University, Greater Noida, Uttar Pradesh. Alongside his teaching responsibilities, he is also pursuing his Ph.D. in Commerce from Devi Ahilya Vishwavidyalaya (DAVV), Indore.
Throughout his career, Mr. Singh has been deeply committed to student success. He has mentored numerous undergraduate and postgraduate students in their research projects, guiding them in academic writing and analytical thinking. His work with UGC NET-JRF aspirants has earned him appreciation for his clear teaching methods and dedication.
Mr. Singh is also a prolific researcher, having authored more than 14 research papers published in reputed national and international journals. He has presented his research at various academic conferences, receiving multiple Best Paper Awards. His contributions extend beyond the classroom—he has organised Faculty Development Programs (FDPs), demonstrating his commitment to improving academic standards and supporting fellow educators.
His academic qualifications are equally impressive. He holds:
- B.Ed. from IGU, Meerpur, Haryana
- B.Com from the University of Delhi
- M.Com from Jiwaji University, Gwalior
- PGDBA from Symbiosis Centre for Distance Learning
He has also qualified the UGC NET-JRF exam in both Commerce and Management more than five times, reflecting his strong command over the subjects. To keep himself updated, he has completed several SWAYAM certification courses in E-Commerce, Research Methodology, Statistical Analysis, Introduction to GST, and Digital Marketing from IIM Bangalore. He also holds an Advanced Diploma in Marketing Management from IISDT, Indore.
This continuous learning attitude is reflected in his writing. His book combines academic depth with practical clarity, making it a valuable resource not just for students but also for teachers and professionals.
A Book That Connects the Past, Present, and Future of Marketing
The structure of the book is designed to provide a complete learning journey.
- Part I: Foundations of Marketing introduces basic concepts, the marketing environment, and consumer behaviour.
- Part II & III: Core Strategies and Tactics focus on STP, the marketing mix, pricing strategies, distribution channels, and promotion.
- Part IV: Integrated Marketing explains personal selling, sales promotion, and public relations.
- Part V: Modern Challenges and Frontiers takes the reader into specialised areas like services marketing, rural markets, digital marketing, sustainability, and AI.
This balanced approach ensures that the reader gains both a strong base and an understanding of emerging trends.
Bridging the Gap Between Classroom and Industry
One of the most important contributions of this book is how it connects classroom learning with real-world business situations. Many students study marketing only from an exam point of view, without realising how these concepts are used daily by companies. Mr. Singh’s book changes this by including practical examples, case studies, and relatable scenarios.
For example, when explaining segmentation and targeting, the book uses examples from the Indian smartphone market, analysing brands like Apple, Samsung, and Xiaomi. This kind of application helps students visualise strategies in action, preparing them for careers in marketing, sales, and entrepreneurship.
Moreover, the inclusion of modern digital tools and techniques makes the book relevant for today’s marketing environment. From social media strategies to AI-driven campaigns, students are introduced to the latest trends that are shaping industries globally.
Why Students and Educators Should Read This Book
For students, this book acts as a roadmap for mastering marketing fundamentals. Its language is simple, the structure is logical, and the content is comprehensive. Whether you are preparing for your university exams, competitive tests like UGC NET, or building your career in marketing, this book can serve as your trusted companion.
For educators, it offers a well-organised teaching tool that can be easily integrated into classroom discussions. Its examples, illustrations, and chapter summaries make it ideal for lesson planning.
For professionals and entrepreneurs, it provides a refresher on key concepts and exposes them to new marketing trends, which can be applied to their business strategies.
The Author’s Vision
In the preface, Mr. Singh shares how his journey into marketing began not in a boardroom but as a curious consumer. His aim with this book is to demystify marketing for the next generation. He believes marketing is not just a business function but a bridge between ideas and people, between producers and consumers. Through this book, he wants to equip students and readers with knowledge, clarity, and confidence to make their mark in the dynamic world of commerce.
Conclusion
Marketing Management Essentials is more than just a textbook—it is a complete learning experience. It brings together theory and practice, local and global perspectives, and traditional principles with modern strategies.
Mr. Aditya Kumar Singh’s dedication to education, his academic achievements, and his clear teaching style make this book a valuable contribution to marketing education in India. As businesses continue to evolve in the digital era, resources like this will play a crucial role in shaping future marketers, managers, and entrepreneurs.
For students beginning their marketing journey, teachers looking for a reliable guide, or professionals wanting to sharpen their skills, this book is a must-read companion that simplifies marketing without losing its depth.
