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Papers by DR. REKHA JOSHI

JNRID, 2024

Artificial intelligence (AI) is becoming a more significant factor in shaping digital marketing t... more Artificial intelligence (AI) is becoming a more significant factor in shaping digital marketing today. It is one of the most intriguing technological breakthroughs in advertising today. AI technologies are reinventing many aspects of marketing strategies and methods, which is changing the entire landscape of digital marketing. With the help of AI, marketers can provide their target audience with incredibly tailored experiences. More precise audience segmentation and personalized content and suggestions across a variety of channels, including social media, email, and websites, are possible with AI algorithms. This study of the literature analyses how artificial intelligence (AI) is changing the field of digital marketing by combining information from academic journals, research studies, and industry publications. Based on the findings, marketers now use large data sets to get deeper insights into their customers and more precise segmentation because of artificial intelligence. AI also creates better consumer experiences by personalizing interactions and content through chatbots and recommendation engines.

Consumer awareness regarding harmful chemicals in everyday products

International Journal of Business Forecasting and Marketing Intelligence

International Journal of Business Forecasting and Marketing Intelligence, 2022

High-risk chemical substances in everyday products can have a terrible impact on human health and... more High-risk chemical substances in everyday products can have a terrible impact on human health and the environment. Such chemicals can contain a variety of harmful substances that may be neglected by most consumers. Consumer awareness has prompted businesses to substitute less harmful alternatives. Many chemical substances, such as preservatives in cleaning agents, perfumes in personal care products, and others, are found in daily household products and have become a worrying concern as consumers' awareness has increased. This has also become an alarming issue due to consumers' increased awareness regarding chemicals. The present study was conducted on 100 consumers using a well-structured questionnaire in the Nainital District of Uttarakhand using the convenience random sampling method. The study's findings revealed that the majority of respondents were aware and seriously concerned that the products they used every day had chemicals that may have affected their health and the environment. Warning signals and signs, the information provided on packaging or labelling of the product, media reports, the internet, and newspaper articles were all recognised as information sources by the majority of participants, although information from authorities was not mentioned very often. To reduce the risk of such products, respondents stop purchasing that product and make sure to follow the safety instructions given in the packaging of the product. Consumers should be made more aware of such products by a stronger media so that they can take preventive measures in the case of any mishap.
Keywords- Consumers, Consumer Awareness, Hazardous Chemicals, Consumer Products

International Journal of Advances in Engineering and Management (IJAEM), 2022

In many developing nations, particularly India, the SHG program is gaining recognition as an in... more In many developing nations, particularly India, the
SHG program is gaining recognition as an
innovation in the field of rural lending to assist the
rural poor in alleviating poverty and empowering
women. It is seen as a route for reaching the
underprivileged and neglected segments of society,
who would not normally be able to obtain loans
from banks. The primary purpose of SHG
beneficiaries is to remove poverty from their roots,
and it assists them in combating poverty since there
is a need for adequate money to be available for
rural people. Women's empowerment in India is
still a work in progress. Currently, self-help groups
are playing a significant role in this direction.
Women's participation in these groups has a
significant impact on increasing their quality of life
as well as their social upliftment in society. The
current study is descriptive in nature and critically
evaluates numerous empirical studies conducted in
the Uttarakhand state of India on SHGs and
microfinance. According to the findings of this
study, studies conducted in Uttarakhand show that
microfinance and self-help groups, in general,
contributed to the development of the core poor in
terms of economic well-being, poverty alleviation,
and empowerment, resulting in the overall
development of the rural poor.

Books by DR. REKHA JOSHI

RED’SHINE PUBLICATION PVT. LTD., 2023

SYLLABUS UNIT NO. CONTENTS 1 STRATEGIC HUMAN RESOURCE MANAGEMENT: • Concept and Aims of Strategic... more SYLLABUS
UNIT NO. CONTENTS
1 STRATEGIC HUMAN RESOURCE MANAGEMENT:
• Concept and Aims of Strategic Human Resource
Management
• Models of Strategic HRM
• Strategic HRM and the Resource
• Strategic role of HR function
• Aspects of Alignment between business strategies and
HR strategies.
2 FUNCTIONAL STRATEGIC HUMAN RESOURCE
STRATEGIES:
• Employee resourcing strategy
• Strategies for Managing Performance
• Strategic Human Resource Development
• Reward and Compensation Strategy
• Employee relations Strategy.
3 STRATEGIC HRM AND STRATEGIC CHANGE:
• Strategic HR issues and role of HR in the context of
Change
• Culture Management
• Total Quality Management
• Knowledge Management
• Merger and Acquisition
• HR perspective of Corporate Governance.
4 EVALUATING AND MEASURING THE IMPACT OF
STRATEGIC HRM:
• Overview and Approaches
• Quantitative and Qualitative Criteria
• Balanced scorecard and HR Scorecard Perspective
• Evaluating strategic contribution of Traditional areas
• Strategic contribution of HRM to organizational
success.
UNIT NO. CONTENTS
5 HUMAN RESOURCE STRATEGY AND THE DYNAMICS OF
INDUSTRY:
• Strategic HRM for specific business situations
• Talent Management
• Knowledge Management with special reference to
HRM practice in Knowledge based Industry
• Strategic HR Issues vs. Emerging Organizational Forms
• Corporate HR Strategy in the Global Economy.

RED’SHINE PUBLICATION PVT. LTD., 2022

Rural marketing has emerged as an exciting and dynamic discipline. India is predominantly an agri... more Rural marketing has emerged as an exciting and dynamic
discipline. India is predominantly an agriculturebased economy with
approximately 7, 00,000 villages involve directly or indirectly in
agricultural activities. Rural India is the backbone of Indian economy
and it contributes significantly to the economy in terms of providing
with food grains, vegetables, fruits which are essential for the human’s
existence. More than 60% of the Indian population lives in rural areas
and depends directly or indirectly on agriculture and allied activities
such as dairy, poultry and pisciculture. Rural products and produces
are in great demand in the cities and urban areas and even globally due
to changing preferences of the urban consumers. Rural products like
handlooms and handicrafts are very popular among foreign tourists.
These changing preferences for rural products have a significant
impact on the Indian economy. With opening up of the Indian
economy to the competition after liberalization in1991, many rural
organizations have started professionally operating their organizations
with a better understanding of the functions of management and the
concepts of rural marketing. The rural marketing is of growing interest
in developing countries like India. The accomplishments of Self-help
Groups, Micro Finance Institutions, Farmers Interest Groups, Rural
artisans’ businesses, producer organisations have to be given due credit
in the growth of rural organizations.
The book focuses on the different set of challenges which are
faced by rural marketers when operating in rural areas. The challenges
are primarily due to the absence of a proper framework to guide
decision making in rural markets. In recent years a lot of work has
been undertaken in the area of rural marketing and new concepts,
definitions and technological advancements have been incorporated for
better understanding of rural marketing. This Book talks about the
concepts, definitions and latest advancements and challenges in the
area of Rural Marketing.
Please let us know if there is any new or fascinating information
that you would want to have included in future editions of this
publication, and we will do all in my power to meet your requests. Any
feedback, whether it be in the form of comments, critiques, or edits to
the current material, will be warmly received.

Thesis Chapters by DR. REKHA JOSHI

भारत में गरीबी एवं बेरोजगारी एक बड़ी समस्या रही है। स्वतंत्रता प्राप्ति के पश्चात् देश के आर्थिक ... more भारत में गरीबी एवं बेरोजगारी एक बड़ी समस्या रही है। स्वतंत्रता प्राप्ति के पश्चात् देश के आर्थिक विकास के लिए आर्थिक नियोजन का सहारा लिया गया। सरकार द्वारा गरीबी उन्मूलन एवं रोजगार के अवसर सृजित करने की दृष्टि से गरीबों एवं निर्बल वर्ग के लोगों को ध्यान में रखते हुए कई विकास कार्यक्रम क्रियान्वित किए गए। इन कार्यक्रमों की सफलता हेतु विभिन्न कार्यक्रमों की क्रियान्वयन संस्थाएं एवं साख सुविधा उपलब्ध कराने वाले बैंक महत्वपूर्ण भूमिका का निर्वाह कर रहे हैं।