Advertising, Selling & Promotion
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.
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Advertising, Selling & Promotion
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 study box 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.
Contents:
Part 1: Introduction to Integrated Marketing Communication
1. Concept of Marketing
2. Integrated Marketing Communication
Part II: Product and Market Analysis
3. Understanding Customer Psychology and Behaviour
4. Selling of Products
Part III: Introduction to Advertising
5. History and Growth of Advertising
6. Functions, Types, and Role of Advertising
Part IV: Making Advertising and Promotion Plan
7. Advertising and Promotion Plan
8. Advertising and Promotion Budget
Part V: Preparing Message
9. Advertising and Promotion Agencies
10. Advertising Research
11. Creativity in Advertising and Making Advertisement for Print Media
12. Making Advertisements for Broadcast and Other Media
Part VI: Placing Message and evaluating Media
13. Media Plan and Effectiveness
14. Types of MediaPart VII: Introduction to Selling
15. Understanding the Concept of Selling
16. Sales Personality
17. Sales Channel
Part VIII: Steps in Selling Process
18. Meaning of Selling Process and Prospecting
19. Pre-approach and Approach
20. Presentation of the Solution
21. Overcoming Objections, Closing and After Sales Services
Part IX: Managing Sales organisation
22. Sales Organisation
23. Recruitment and Selection of Sales Personnel
24. Training of Salespersons
25. Compensating Salespersons
26. Motivating Salespersons
27. Controlling Salespersons
| Book | |
|---|---|
| Author | Narang |
| Pages | 656 |
| Year | 2020 |
| ISBN | 9789353435776 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 1/e |
| Weight | 1 kg |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |