ADVERTISING, SELLING & PROMOTION, FIRST EDITION

Advertising, sales and Promotion can be said to be the heart of any organization. Their importance has increased manifold in today’s business environment which is highly competitive and uncertain. The book is not only confined to advertising and selling but also to other elements of promotion mix such as sales promotion, publicity, direct marketing and public relations in order to provide an integrated marketing communication perspective. This book has been organized very systematically and intelligently into 27 chapters to allow a smooth flow of thoughts and ideas to enhance the readers interest. Features: Opening vignette of the Chapter arouses deep interest in various concepts through a real-life case studybox item It provides detailed examples of Indian and multinational companies which help to broaden the readers’ perspective and improve understanding. case study: Each Chapter ends with a comprehensive case study dealing with challenges, issues and situations discussed in concepts to enable translation of theory into real world and also questions at the end of the case is intended to encourage critical and innovative thinking. Practical projects for students: unique practical projects have been developed to help the students undertake hands-on exercises and field work to gain deeper comprehension of theoretical concepts. Cue cards: a new type of supplementary material called cue cards are available online which will help students to understand and remember the technical jargons pertaining to each Chapter.