Description

About the Book

 This edition is redesigned for undergraduate students of Marketing, in particular advertising and Marketing Communications into 11 chapters that deals with Marketing promotion and communications, Advertising and sales promotion, Consumer Behaviour, Marketing Mix as social communicator; Motivating the sales force, and Identifying, segmenting and forecasting global markets. In today’s competitive business environment, you must communicate clearly to be successful. This edition will help you develop the communications as well as marketing skills you need. It also reveals the changing face of our industry and shows the importance of first principles combined with practical advice.

About the Author

Dr. S.K. Mittal is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Chicago, where he and his associates have pioneered the first graduate programme in Integrated Marketing Communications. Before joining Northwestern in 1977, Mittal was Senior Vice President of Advertising and Public Relations in Mumbai for a Multi National Company. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia. Mittal is the Editor of Direct Marketing Journal of the Promotion Marketing and the first recipient of the Direct Marketing Educator of the Year Award (1999), presented by the Direct Marketing Educational Foundation. Originally held from Rajasthan Mittal has a very powerful presence in the international arena.

Ashish Pandey took his MBA from Dr. Hari Singh Gaur University, Sagar. Mr. Pandey is presently pursuing his research work in abroad. He attended several seminars and conferences and presented his research papers, some of which have been highly appreciated and initiated a considerable research on human resource management.