Reimagining Global Marketing: Innovations Focused on the Digitalized World

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Dr Sunita Shukla, Sana Vakeel, Rashmi Kaushik
Book Bazooka Publication, Jan 20, 2022 - Business & Economics - 153 pages

This compendium is a collection of papers that were presented in the second International Conference on Marketing “MarkTech -2022” on the theme “Reimagining Global Marketing: Innovations Focused on the Digitalized World” organized by the Department of MBA, ITS Engineering College, Greater Noida, on January 22, 2022. This compendium aims to collate the ideas generated in the conference and bring them to the readers.

The 5 D’s of digital marketing, comprising Digital Devices, Digital Media, Digital Platforms, Digital Data and Digital Technology, can be used along with traditional marketing techniques. Most startups in India have adopted digital marketing with small capital investment and have contributed to the growth of the economy. The ongoing global COVID-19 pandemic has resulted in economic crisis throughout the world. However, despite challenges, the globe has come up with new innovations, like creation of anti-virus drugs in an expediated manner. This has helped companies in moving towards digital opportunities in all business sectors, including healthcare, education, banking etc. In fact, most of the Indian startups have also adopted digital marketing with minimum capital investment to survive and grow amid the changed business environment. Indeed, we have faced the crisis with exceptionally well human abilities and intellect. The success of your business would now be dependent on how well you adopt and implement the digital marketing strategies.

The compendium is a collection of ten selected research papers by academicians and industry functionaries. It is compiled for reference of participants and other stake holders.

Authors of the compendium have shared their research work from different areas from the field of marketing. A paper titled “A Literature Review on the role of Social Media Marketing in Consumer purchase intention”, provided an insight into the role of social media marketing in consumer purchase intention. A study on “Digitalization Of Education System: A Paradigm Shift Into Service Sector In India”, focused on how the teaching in technological scenario has become only way of reaching to the students at large. Another study, titled “An Exploratory Study on Post Covid Trends and Strategies in the Indian Banking Sector”, discussed the impact of the COVID-19 pandemic on the global and Indian banking and financial services industry. A study on “An Analysis of Motivational Factors in Penetration of Health Insurance” preference of customers towards selection of health insurance plan as well as Health Insurance Company. Research on “Exploring The Reasons of Failure of Startups In India: An Exploratory Analysis”, discussed various reasons behind failures of startups and also recommended ways to improve startups’ performance. A paper on “Recent Trends And Innovations - Banking Sector In India”, analysed emerging trends in banking sector with an emphasis on digitization during COVID-19.A paper titled “An Analytical Study of The Purchase Determinants of Hatchback Car Buyers Of West Delhi – India”, aimed at identifying and ascertaining the brand inclination and predisposition of consumers, regarding hatchback models of cars. A paper titled “Relationship between Customer Satisfaction & Retention based on Service Quality Attributes”, proposed a relationship between customer satisfaction and retention in the service business based on service attribute performance. A study titled “Fueling Digital Entrepreneurship in India”, listed ways to promote digital entrepreneurship in India like the government initiative of ‘startup India’. A paper on the topic “A Literature Review of blockchain Technology Application by Government of India” highlighted current state of blockchain technology and its applications.

We express our thanks and appreciate the efforts of the authors who have shared their thoughts to cover the theme of the Conference. The diversity of thoughts of authors have made this compendium a reservoir of knowledge and will make a major reference source for future researchers on the subject. We also express our sincere gratitude to the Management, Faculty, Staff, and Students of Department of MBA, ITS Engineering College for their support in organizing the conference and bringing out this Compendium.

With best wishes,




1 A Literature Review on the Role of Social Media Marketing in Consumer
3 Recent Trends and Innovations Banking Sector in India 2028
A Paradigm Shift into 3947
7 A Literature Review of Blockchain Technology Application 6275
8 An Analysis of Motivational Factors in Penetration of 7696
9 An Analytical Study of the Purchase Determinants of 97110
10 Relationship between Customer Satisfaction Retention 111141

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About the author (2022)

Dr. Sunita Shukla is currently Head and Professor of Department of MBA at ITS Engineering College, Greater Noida. She has more than 21 years of experience in Industry, Research, Teaching, Training and Academic Administration. She has done her Ph.D. in management. A merit position holder she has done her post graduation in Statistics in addition to PGDBA and MBA in HR and OB.

As head of the Department of MBA she is involved in developing and operationalising academic processes for MBA students. She shoulders the additional responsibility as Head – Admissions at ITS Engineering College. She has worked in various capacities including Examination Controller at ITS - Institute of Management, Greater Noida and Editor of “Management Perspective” a journal of management of IILM- Graduate School of Management.

She has been a resource person and a trainer for Management Development Programmes at various national and international forums. She has conducted many staff development programmes to train college staff. Her research interests include self awareness, emotional intelligence, personality and employee engagement. She has written many research papers in the journals of national and international repute and received six best research paper awards at International Conferences. She has also published 4 books on different domains of management.

Sana Vakeel is currently working as an Assistant Professor of the Department of MBA at ITS Engineering College, Greater Noida. She has an experience of more than 7 years in teaching, research and corporate. She possesses adiversified experience of working in the Consulting and Professional services division of WNS Global Services. She is a graduate in commerce from Delhi University and obtainedher Masters in International Business (MIB) from Jamia Millia Islamia, New Delhi. She is a UGC-Net qualified academician with interests in areas such as cross-cultural management, foreign trade policy, international marketing and digital marketing. She has attended several faculty development programs and workshops. Moreover, she has written numerous research papers and book chapters in the publications of national and international repute.

Rashmi Kaushik is currently working as an Assistant Professor at the Department of MBA, ITS Engineering College, Greater Noida. She is an academician with more than 14 years of experience in academics and research. She is a post graduate in Management with specialization in Marketing and IT from Gurukul Kangri University, Haridwar. She has done M.Phil from Bharti Vidyapeeth University, Pune. She has written many research papers and book chapters in the journals of national and international repute. Her areas of research include consumer behaviour, digital marketing and services marketing. She has attended numerous FDPs and workshops in her areas of interest.

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