Taxmann’s Principles of Marketing by Kavita Sharma – 5th Edition July 2026.

Principles of Marketing is a complete, lucid, and classroom-ready textbook that introduces students to the foundational concepts and contemporary research issues shaping the discipline today. Written by two senior faculty members from the University of Delhi, it distills decades of teaching experience into a single, accessible volume. What sets this 5th Edition (July 2026) apart is its deliberate balance of theory and practice—specifically tailored for the Indian context.

Designed for the NEP Curriculum

Because its cases and exercises follow the National Education Policy (NEP) framework—and reflect curriculum structures like the LOCF and UGCF—it is perfectly suited to universities that have adopted outcome-based, application-oriented syllabi.

• Predictable Learning Design: Every chapter flows logically: Concept Discussion (with visual ads/charts) → Discussion Questions → Real-World Case Studies → NEP-Aligned Practical Exercises.

• Contemporary & Research-Forward: Reflects the evolving norms of the field by giving prominence to sustainable marketing, digital/social-media marketing, and modern consumer-behavior insights.

• Written by Indian Authors: Deliberately addresses the dearth of graduate-level marketing texts by Indian authors, ensuring all cases and examples are set in a highly relatable context.

Syllabus Coverage & Key Themes

Organized so students build understanding progressively, the book offers end-to-end coverage across five units and thirteen chapters:

• Foundations & Environment: The core philosophies of marketing, the selling-vs-marketing distinction, and the micro/macro environmental forces shaping decisions.

• Consumer Behavior & STP: Deep dive into the psychological factors of buying, alongside Market Selection (Segmentation, Targeting, and Positioning strategies).

• The Marketing Mix (4Ps): Comprehensive chapters on Product Decisions (branding, packaging, PLC), Pricing Strategies, Distribution & Retailing Logistics, and Promotion Decisions (Integrated Marketing Communication).

• Emerging Frontiers: Covers Relationship Marketing, Green and Sustainable Marketing, Rural Marketing, Ethics, and contemporary research issues.

Who Should Buy This Book?

• Undergraduate Students: Essential reading for B.Com (Hons.), B.Com, and BBA students across Indian universities.

• Postgraduate & MBA Students: A comprehensive foundation for learners where marketing is taught as a core or elective paper.

• Practicing Marketers & Teachers: A valuable reference for connecting principles to practice using Indian-context illustrations and structured case studies.

About the Authors

Sr. Prof. (Dr) Kavita Sharma Senior Professor Kavita Sharma is the former Head and Dean of the Department of Commerce, Delhi School of Economics, University of Delhi, bringing over thirty-five years of teaching and research experience. Specializing in Marketing, she has published extensively in high-impact national and international journals and has authored multiple books. She serves as an expert member of the UGC’s NEP Implementation Committee and has helped shape curriculum policy across Indian universities.

Dr. Swati Aggarwal Dr. Swati Aggarwal brings rigorous academic expertise to the text, ensuring the theoretical frameworks are seamlessly integrated with contemporary, practical case studies suitable for today’s dynamic graduate classrooms.

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