Advertising, sales and promotion management / S.A. Chunwalla.

Format:

Book

Author/Creator:

Chunawalla, S. A.

Language:

English

Subjects (All):

Advertising.

Selling.

Sales promotion--Management.

Sales promotion.

Physical Description:

1 online resource (529 p.)

Edition:

Rev. ed.

Place of Publication:

Mumbai [India] : Himalaya Pub. House, 2008.

Language Note:

English

Summary:

Between the covers, the book discusses the entire marketing communication package consisting of advertising, publicity, public relations, direct marketing and sales promotion. Apart from mass communication, person-to-person communication in the form of personal selling is also covered in sufficient details. The role of media and media planning has been elaborated. The working of advertising agencies too has been covered. Advertising copywriting both for print media and electronic media has been discussed. In short, this book is a very useful companion for those interested in advertising, commu

Contents:

COVER; CONTENTS; BASIC CONCEPTS OF PROMOTION AND COMMUNICATION; FUNDAMENTALS OF ADVERTISING; ADVERTISING RESEARCH; MARKETING AND ADVERTISING PLANNING; ADVERTISING AGENCY; MARKET ANALYSIS: SEGMENTATION AND TARGETING; CREATIVITY, CREATIVE STRATEGY AND COPYWRITING; ART DIRECTION; MEDIA PLANNING; PRINT MEDIA; ELECTRONIC MEDIA: TV-THE NEW GOLDEN GOOSE; ELECTRONIC MEDIA: RADIO; OUTDOOR AND TRANSIT MEDIA; MEDIA OF THE NEW MILLENNIUM-INTERNET; ADVERTISING REGULATION; WORD OF MOUTH ADVERTISING; DIRECT MARKETING; SALES PROMOTION; PUBLIC RELATIONS; NATURE AND SCOPE OF SALES MANAGEMENT

SALES MANAGEMENT, PERSONAL SELLING AND SALESMANSHIPPERSONAL SELLING OBJECTIVES; SALES - RELATED MARKETING POLICIES; PERSONAL SELLING STRATEGY; THE JOB OF A SALES MANAGER; SALES ORGANISATION; PERSONNEL MANAGEMENT IN THE SELLING FIELD; RECRUITING SALES PERSONNEL; SELECTING SALES PERSONNEL; SALES TRAINING; EXECUTION AND EVALUATION OF SALES TRAINING PROGRAMMES; MOTIVATION AND MORALE OF SALES PERSONS; COMPENSATING SALES PERSONS; MANAGEMENT OF SALES EXPENSES; SALES MEETINGS AND SALES CONTESTS; CONTROLLING SALES PEOPLE - EVALUATION AND SUPERVISION; SALES BUDGET; SALES QUOTAS; SALES TERRITORIES

SALES CONTROL AND COST ANALYSISCASE STUDIES

Notes:

Description based upon print version of record.

Description based on publisher supplied metadata and other sources.

Includes bibliographical references.

ISBN:

1-64287-558-9

1-282-80368-9

9786612803680

93-5044-096-2

1-4416-8717-3

600-00-2803-2

OCLC:

784881221