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...

Indian retailing reminded one of the sweat shops run by half-educated gentlemen and ladies on meagre finance mostly raised by pawing one`s family silver or borrowing at exorbitant rates and supplemented by own savings. Goods piled and stacked up haphazardly littered these pigeonholes. The...

COVER -- CONTENTS -- COMMUNICATION PROCESS AND PROMOTION -- INTRODUCTION TO ADVERTISING -- ADVERTISING PLANNING PROCESS -- ECONOMIC ASPECTS OF ADVERTISING -- COMMUNICATION MIX -- APPEALS IN ADVERTISING -- COPYWRITING -- CAMPAIGN PLANNING IN ADVERTISING -- TYPES OF MEDIA -- MEDIA PLANNING AND...

COVER -- CONTENTS -- PRODUCT: BASIC CONCEPTS -- MARKETING ENVIRONMENT FOR PRODUCT AND BRAND MANAGEMENT -- PRODUCT PLANNING -- PRODUCT MARKET STRATEGIES FOR LEADERS, CHALLENGERS, FOLLOWERS -- PRODUCT LIFE CYCLE AND MARKET EVOLUTION -- NEW PRODUCTS: PLANNING AND DEVELOPMENT -- THE CREATIVE SPARK...

COVER -- CONTENTS -- WHAT IS A BRAND? -- BRAND NAMES -- BRAND PLANNING -- BRANDS AND CONSUMER PSYCHOLOGY -- BANK LIFE SCRIPT -- BRAND VALUES -- MANAGING BRAND SYSTEM AND BRAND ROLES -- COMMODITISATION OF BRANDS AND KEEPING BRANDS ALIVE -- ANTI-BRAND THINKING -- BRAND EXTENSIONS -- BRAND LOYALTY...

Purchasing and Materials tie-up huge capital in any industry. When managed properly it has greatest scope to improve profits. It is a actually a subject that deals with several R?s ? right source, right price, right quantity, right quality, right place and right time. All these R?s have been...