Description
PEARSON INDIA Advertising, Selling & Promotion, 1/E by Ritu Narang
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
Table of Content
"Part 1 Introduction To Integrated Marketing Communication
Chapter 1 Concept of Marketing
Chapter 2 Integrated Marketing Communication
Part 2 Product and Market Analysis
Chapter 3 Understanding Customer Psychology and Behaviour
Chapter 4 Selling of Products
Part 3 Introduction to Advertising
Chapter 5 History and Growth of Advertising
Chapter 6 Functions, Types, and Role of Advertising
Part 4 Making Advertising and Promotion Plan
Chapter 7 Advertising and Promotion Plan
Chapter 8 Advertising and Promotion Budget
Part 5 Preparing Message
Chapter 9 Advertising and Promotion Agencies
Chapter 10 Advertising Research
Chapter 11 Creativity in Advertising and Making Advertisement for Print Media
Chapter 12 Making Advertisements for Broadcast and Other Media
Part 6 Placing Message and Evaluating Media
Chapter 13 Media Plan and Effectiveness
Chapter 14 Types of Media
Part 7 Introduction to Selling
Chapter 15 Understanding the Concept of Selling
Chapter 16 Sales Personality
Chapter 17 Sales Channel
Part 8 Steps in Selling Process
Chapter 18 Meaning of Selling Process and Prospecting
Chapter 19 Pre-approach and Approach
Chapter 20 Presentation of the Solution
Chapter 21 Overcoming Objections, Closing and After Sales Services
Part 9 Managing Sales Organisation
Chapter 22 Sales Organisation
Chapter 23 Recruitment and Selection of Sales Personnel
Chapter 24 Training of Salespersons
Chapter 25 Compensating Salespersons
Chapter 26 Motivating Salespersons
Chapter 27 Controlling Salespersons "
Salient Features
Opening Vignette of the chapter arouses deep interest in various concepts through a real-life case study. Box Items: 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 types of supplementary material called cue cards are available online which will help students to understand and remember the technical jargons pertaining to each chapter."