Taxmann’s Digital Marketing—Concepts • Tools • Applications by Priyanka Rajpal Munjal, Rutika Saini, Hamendra Kumar Dangi – 1st Edition 2026.

Digital Marketing—Concepts • Tools • Applications is a full-length, classroom-ready textbook that maps the discipline end-to-end. Written specifically for Indian university curricula by Dr. Priyanka Rajpal Munjal, Dr. Rutika Saini, and Prof. (Dr) H.K. Dangi, the book’s organizing principle is concept-first. It ensures that students grasp strategy, consumer psychology, and campaign architecture before touching a platform. You will learn platforms as instances of a category, not just a series of technical steps.

Built for the Indian Digital Reality

What sets this book apart is its total immersion in the modern Indian market—an ecosystem of over 958 million active users.

• Local Nuance: Explores UPI and mobile payments, quick commerce (Zepto, Blinkit), WhatsApp as a business channel, hyperlocal search, and the massive consequences of the 2020 TikTok ban for Reels and Shorts.

• 64 Brand Spotlights: Real companies applying the concepts under discussion. Features extensive, named examples including Zomato, Swiggy, Myntra, Nykaa, Mamaearth, Lenskart, and Paytm, alongside global giants like Spotify and Apple.

• The Regulatory Stack: Grounds marketers in modern legal reality, covering the Digital Personal Data Protection (DPDP) Act 2023, the TRAI ‘Do Not Disturb’ registry, and global standards like GDPR and CCPA.

Execution, Measurement, and AI

Only after Chapters 1–5 build the conceptual architecture do Chapters 6–14 dive into hard execution: Content, Website, SEO, SEM, Social Media, Email, Mobile, Affiliate, and Programmatic Advertising.

• Visual & Practical Learning: Features 141 figures and 34 tables, including genuine tool captures like the Google Search Console Core Web Vitals dashboard, Nykaa’s AR ‘Try it On’ screen, and live email campaigns.

• Worked Calculations: Concepts are quantified. Learn Ad Rank arithmetic, click-through rate formulas, lead-to-close ratios, and exact ROI calculations.

• Forward-Looking Tech: Coverage runs to mid-2026, treating Generative and Agentic AI, AI-driven search, voice search, and cookieless advertising as live operational subjects rather than futuristic appendices.

Who Should Buy This Book?

• Undergraduate & Postgraduate Students: Strictly syllabus-aligned for BBA, B.Com., BMS, MBA, and PGDM courses (specifically the Delhi University syllabus).

• Educators & Course Coordinators: A ready teaching spine with opening narratives, closing cases, 97 MCQs with printed answer keys, and 152 discussion questions.

• Founders & D2C Brands: Provides ready-to-use templates including a nine-field content brief, an editorial calendar, and a KPI dashboard.

• Working Professionals & Career-Switchers: A structured refresher featuring a specific 5-skill career competency model (Think, Feel, Act, React, Protect).

About the Authors

Dr. Priyanka Rajpal Munjal

An Assistant Professor at the FORE School of Management, New Delhi, with over 12 years of experience. Holding a PhD from IIFT, her research lies in Digital Marketing and Consumer Behaviour, keeping marketing concepts practical and engaging.

Dr. Rutika Saini

An Assistant Professor at Shri Ram College of Commerce (SRCC), University of Delhi, with over 10 years of teaching across MBA and undergraduate programs. Her expertise lies deeply in Social Media Marketing and Strategy.

Prof. (Dr) Hamendra Kumar Dangi

A Professor at the Delhi School of Economics, University of Delhi, and former FMS faculty. Holding a doctorate from FMS, he is the author of several leading books on business analytics and research methods.

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