Modern Perspectives on Consumer Behaviour and Strategic Marketing

“Modern Perspectives on Consumer Behaviour and Strategic Marketing” offers a thorough, well-structured treatment of the core principles of business, management, and organisational practice, the work of Dr. Arvind Kumar Mehta. It balances foundational theory with practical, real-world application, making complex ideas accessible without losing depth. Aimed at management students, professionals, and researchers, it is published by Khushbu Publications, New Delhi, India under its Prime Academic Publishing House imprint, and released in 2026.