Basics of Marketing and Digital Marketing: An Introduction for Beginnersis a guide book providing readers with a comprehensive overview of the fundamentals of marketing and the dynamic stream of Digital Marketing, with illustrations specifically focusing on the Indian scenario. Spread out across 6 sections and encompassing 18 chapters in total, the book was compiled after intensive research on the subject, right from gold standard books and theories to recent campaigns, trends and technological developments. This book is ideal for students from Grade 10 onwards up to graduation, and will assist them in not only knowing the discipline in its entirety but would also help them make a well-informed decision regarding a career in the stream. The signature feature of this book is that it has a chapter on the ‘Indian way of Marketing’ which talks about ancient Indian theories and their relevance, backed by evidence from contemporary research and cases.

Dr. Arpita Baijal is an Assistant Professor at ASMSOC, NMIMS Deemed-to-be-University, Mumbai. She completed her Master’s Degree in commerce from UBS, Panjab University and joined the doctorate program (Business Policy and Administration) as a JRF, at R. A. Podar College of Commerce and Economics, University of Mumbai, earned her Ph.D. at the age of 26. Dr. Arpita Baijal has various research paper publications and presentations to her credit.

Preet Jain is a second-year student pursuing a Bachelor’s degree in Business Administration (BBA) at ASMSOC, NMIMS Deemedto- be-University, Mumbai. He completed his schooling from Smt. Lilavatibai Podar High School (ISC), Mumbai, where he was awarded the gold medal for commerce in the ICSE and ISC exams. His profound love for reading, research and giving back to the academic community motivated him to identify this gap and ideate this book. He possesses strong attributes that motivate him to excel and strive for perfection while working in an exquisitely collaborative manner with his team.

Purav Shah completed his schooling from Delhi Public School, Ahmedabad and is in the second year of the BBA programme at ASMSOC, NMIMS Deemed-to-be-University, Mumbai. Having received a total of 9 certificates in music from the Trinity College of London, Purav developed a creative bent of mind and enduring dedication owards his work, and this book is a stark proof of the same.

Rashi Bhutada is a second year student studying in the BBA programme of ASMSOC, NMIMS Deemed-to-be-University, Mumbai. She is an avid learner, and is the Head of the Public Relations Department for SOC’s Social Responsibility Forum. She is also a national level Table Tennis player and has won numerous accolades till now. With intense focus, a knack for winning and unwavering determination, Rashi did not only bring her freshness and creativity to the book but also came out as the calm mediator through hurdles and ensured that this book was a smooth sail for everyone involved.

Rohan Gupta is in the second year of the BBA programme of ASMSOC, NMIMS Deemed-to-be-University, Mumbai. He completed his schooling from Delhi Public School, Sector 45, Gurugram (CBSE). Being an avid chess player since the age of 10 and having participated at chess tournaments from the district to international levels and achieving a FIDE elo rating, Rohan brings a logical and qualitative approach to the table.