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Consumer Behaviour
With special reference to India.
Marketing Management
Marketing is of interest to students of marketing, or marketers of tangibles or non tangibles.
Advertising And Sales Promotion
Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book "Advertising and Sales Promotion" has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references.Following are the highlights of this edition: Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written; text on Brand Personality and Image has been updated; New Appendices have been added at the end of Part -I and Part - IV, respectively; some new Boxes with insightful contents have been added; and some of the old exhibits have been replaced with the new ones.The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
Consumer Behaviour
Without exception we are all consumers living in a society. The single most important concern for marketers is to influence consumer behaviour in a desired manner. Strategies used to accomplish this, have implications for the concerned organisations, the group of consumers they attempt to influence, and the society in which such activities are undertaken.The focus of this text is to acquaint management students with a usable, managerial understanding and insight of our behaviour as consumers. Students who aspire to become marketing managers, brand managers, sales managers, or want to take up a career in advertising etc. need to acquire knowledge and skills which would be critically useful to...
Consumer Behaviour & Marketing Communication
Discusses the topics of advertising and sales promotion. This book deals with the aspects of Consumer Behaviour and consists of the topics of Advertising and Marketing Communication. Containing the many Indian examples, it is of interest to the Indian students.
Basics of Marketing Management
In the era of exponential advancement in technology and increasing globalization, marketing professionals need to run a neck-to-neck race with their competitors to gain and maintain a completive advantage. Marketing students and professionals need to learn the skills of marketing as applicable to this intense completive environment. However, only a few marketing management books truly capture and explain the concepts of marketing in an easily understandable and crisp manner. This book has been written to present the basics in a very lucid manner. It covers topics that are vital for the fundamental understanding of marketing. The contents of this book cover the curriculum applicable in a large number of universities at the UG and PG levels. Some case studies have been included for illustrating the application of the concepts of marketing.
