Dr. Digambar Dattatreya Kulkarni is currently working as Assistant Professor of Commerce at S.D.V.S.Sangh’s Shri L. K. Khot College of Commerce, Sankeshwar Dist. Belagavi. He is hailing from Gadag. Dr. Kulkarni has his early education at Gadag. He obtained M. Com degree in 2003 from Karnatak University, Dharwad. He started his teaching career from his own alma mater Adarsha Shikshana Samiti’s College of Commerce, Gadag.  He joined the present college as Assistant Professor in 2008.  He got his Ph. D in 2015 from Karnatak University, Dharwad. He has 13 years of experience in the field of teaching. He has co-authored 03 books on Accounting and edited 02 seminar proceedings. He has published 24 papers in various reputed peer reviewed International Journals. He has presented research papers at various national and international seminars. The present book is the work of his Minor Research Project funded by University Grants Commission New Delhi.  It caters the needs of researchers in the field of marketing.