Contents - 1. Overview of Marketing 2. Marketing Management 3. Marketing Environment 4. Customer Demand and Marketing Segmentation 5. Buyer Behaviour 6. Demand and Sales Forecasting 7. Marketing Information and Research 8. Marketing Research Process 9. Marketing Planning/Strategy 10. Social Responsibility 11. Consumerism/Consumer Protection Act and Business Response to Consumerism 12. Product Plan 13. Product-related Strategies 14. Price (Unique Element in Marketing Mix) 15. Promotion 16. Personal Selling 17. Sales Management 18. Advertising 19. Managing Distribution Channels (Part - I) 20. Managing Distribution Channels (Part - II) 21. Marketing of Services

Product Management is evolving as a major discipline considering the fact that marketing is now given thrust by the companies. In order to survive on the long run in the industry, it is imperative that products with proven quality and promotional efforts are needed. This has been clearly justified by the brands like Lux, Lifebuoy, Godrej, Usha, etc. There are many aspects of product management that needs a clear attention. The book details every single aspect of them, starting from the concept of products to its evolution into a brand. Why organizations need a product, the market segmentation and the differentiation it is about to create, the analysis of the demand and based on the forecast what products will survive and what needs to be taken off is introduces in this book. The chapter on new product management and the need for understanding product life cycle gives a clear indication of the importance assigned to new products in organizations. The branding aspects in terms of brand management, brand differentiation, brand extension and brand equity are dealt in detail. This book introduces the Chandrasekar Action Attitude model for global brand building which won the gold medal for the best paper in the Indian Commerce Association by the author. This book is intended for the students of marketing, product management professionals and the researchers who will benefit from the vast reporting of the examples and applications. There are 13 case studies related to product management and branding. These case studies also can be taken up for discussions in the classroom as well in organizations. Contents : 1. Product Management Concepts 2. Demand Planning and Forecasting 3. Market Segmentation 4. Product Planning 5. Product Positioning 6. Product Differentiation 7. Product Deletions 8. Product Life Cycle 9. Product Portfolio Analysis 10. New Product Management Concept 11. New Product Development 12. New Product Launch 13. Concept in Branding 14. Brand Positioning 15. Brand Extensions 16. Brand Equity 17. Packaging 18. Case Studies

Since advertising has advanced in India by leaps and bounds, touching an annual billing of 22,000 crore, many more institutes have introduced the paper at either undergraduate, post-graduate or diploma levels. This book has successfully served the needs of these students and has imparted the elementary knowledge of advertising theory and practice, paving way for more advanced knowledge later on. Many changes in the operating environment required revision of the text, and the authors have revised several chapters substantially, especially the media chapters and ad agencies chapter. It was also felt necessary to introduce a new chapter on brands and advertising to take cognisance of advertising as a tool to build brands. In the beginning, a new chapter on evolution of advertising has been added. The finished ad is produced at the agency level, and then sent to media. A chapter on production aspects has been newly introduced. The entire chapter of case studies has been newly added, removing the previously given outdated material. Contents : 1. Advertising as a Tool of Communication 2. Evolution of Advertising 3. Role of Advertising in the Marketing Mix 4. Brands and Advertising 5. Kinds of Advertising 6. Advertising as a Career 7. Economic Aspects of Advertising 8. Social Aspects of Advertising 9. Role of Research 10. Market Segmentation, Targeting and Theme Identification 11. Advertising Budget 12. Advertising Research 13. Media Research 14. Product Research 15. Media for Advertising 16. Types of Media 17. Campaign Planning, Creativity and Psychology in Advertising 18. Construction of an Effective Advertising Part - I 19. Construction of an Effective Advertising Part - II 20. Production of Ads 21. Advertising Agency 22. Case Studies

1. An authentic, simple and crisp presentation of the subject matter. 2. Various concepts have been explained in a lucid, pragmatic and student friendly language. 3. Covers the detailed syllabus of Delhi University for the students of B. Com. (H) III year. 4. Each paragraph is distinctly numbered and starts with relevant background of the subject. 5. Previous years questions have been given in the appendix for reference. Book Content of Advertising And Personal Selling Nature and Importance of Advertising Advertising Budget Media Decisions Advertising Copy and Elements Advertising Appeals Measuring Advertising Effectiveness Advertising Agency Ethical and Legal Aspects of Advertising Nature and Importance of Personal Selling Customer Knowledge and Buying Motives Knowledge of Products and Markets Process of Effective Personal Selling Handling Objections Closing the Sale Customer Follow-up Sales Management Sales Forecasting Sales Budget, Sales Quota and Sales Territories Sales Force Management Recruitment and Selection Training and Development Direction and Supervision Motivation and Compensation Performance Appraisal Question Papers

As an Advertising Management book, this text is designed to introduce students to the basic concept, practices and analytic techniques of Advertising Management. It is comprehensive in scope, contemporary in outlook, and managerial in orientation. It many be used in advertising management training programmes. Advertising Managers may wish to have a compact book of this kind bearing on the Indian cultural setting which may offer them practical assistance, whenever required. Contents - Part I : Introduction An Overview 1. Nature and Scope of Advertising 2. Classifications and Types of Advertising 3. Role of Advertising in India’s Economic Development: Problems and Prospects 4. Social and Economic Aspects of Advertising 5. Ethics and Truth in Advertising & Social Responsibility Part II : Behavioural Fundamentals Communication Persuasion and Market Processes 6. Consumer behaviour and Advertising 7. Marketing Communications Process 8. Perception, Learning and Diffusion Processes of communication 9. The communication Mix Part III : Building the Ad 10. Planning and Managing Advertising Campaigns 11. Various Advertising Media 12. Building of an Advertising Programme: Copy Strategy 13. Media Selection Part IV : Budget Decision and Advertising Effectiveness 14. Advertising Budget 15. Measuring Advertising Effectiveness 16. Productivity of Advertising Part V : Scheduling and Agency Relation 17. Advertising Scheduling 18. Advertising Agencies Part VI : Public Relations, Industrial and Rural advertising 19. Public Relations In India 20. Industrial Advertising 21. Rural Advertising and Marketing in India Appendices I Selected Bibliography II Review Questions

Mostly in an organization, hard skills are valued more e.g. engineering skills, financial expertise, quantitative techniques etc. Soft skills like communication skills, human relations, and psychological basis, of human-consumer behaviour are considered pass?. Of late, there is a paradigm shift in this thinking. Post-Hawthorne experiments, the significance of the human factor emerged as never before. In marketing too, apart from the glamourous topics of product-brand management and advertising, the top management understood the consumer behaviour. In fact, it facilitates organizational and marketing planning including advertising and product planning. As new research concepts in this area were developed, it was felt that there is a need to revise the complete text. In this revised enriched form, the book will serve the needs of students better. Book Content of Commentary on Consumer Behaviour 1. Nature and Scope of Consumer Behaviour 2. Consumer Research 3. Market Segmentation 4. Learning to Consume 5. Consumer Perception 6. Consumer Motivation 7. Personality and Consumer Behaviour 8. The Nature of Consumer Attitudes 9. Communication and Persuasion 10. Group Influences and Consumer Reference Groups 11. The Family 12. Social Class and Consumer Behaviour 13. The Influence of Culture on Consumer Behaviour 14. bOpinion Leaders and Personal Influence 15. Diffusion and Adoption of New Products 16. Consumer Decision Making 17. Consumer Protection in India 18. Case Studies

Brands are valuable assets for any organization. Brand-building is the most challenging task. Brands must generate trust in the minds of the users. There is a connection between the brands and customers. All these dimensions of brands have been covered 'Compendium of Brand Management' in this book. The latest and the breezy style of narration that takes a reader from the simple to the difficult concepts with case. It will prove to be a valuable companion for the students and practitioners of marketing, sales products, brand, advertising, communication and media management. Contents : 1. Business is the Business of Brands 2. Brand Names 3. Brand Planning 4. Brand and Consumer Psychology 5. Brand's Life Script 6. Brand Values 7. Managing Brand System and Brand Roles 8. Commoditisation of Brands and Keeping Brands Alive 9. Anti-Brand Thinking 10. Brand Extensions 11. Brand Influence and Loyalty 12. Protecting a Brand 13. Brand Image 14. Brand Identity 15. Brand Personality 16. Brand Positioning 17. Brand Culture and Brand Rituals 18. Brand Equity 19. Brand Building 20. Service Brands 21. Experiential Brands 22. Types of Brands 23. Product and Brand Failures 24. Marketing Organisation 25. Reality Environment of Brands 26. Case Studies

This book is meant for educational and learning purposes. The author of the book has taken reasonable care to ensure that the contents of the book do not violate any existing copyright or other intellectual property rights of any person in any manner whatsoever. In the event the author has/been unable to track any source and if any copyright has been inadvertently infringed, please notify the publisher in writing for corrective action please. Contents : Part I - Consumer Protection Act 1. Consumer Protection Act, 1986 1 A. Consumer Protection Rules, 1987 1 B. Consumer Protection Regulations, 2005 2. Consumer Welfare Fund Rules, 1992 3. Investor Education and Protection Fund 4. Monopolies and Restrictive, Trade Practices 5. Andaman and Nicobar Islands Consumer Protection Rules, 1987 6. Andhra Pradesh State Consumer Protection Rules, 1987 7. Arunachal Pradesh Consumer Protection Rules, 1987 8. Assam State Consumer Protection Rules, 1989 9. Bihar Consumer Protection Rules, 1987 10. Chandigarh Consumer Protection Rules, 1987 11. Delhi Consumer Protections Rules, 1987 12. Dadra and Nagar Haveli Consumer Protection Rules, 1987 13. Goa Consumer Protection Rules, 1988 14. Gujarat Consumer Protection Rules, 1988 15. Haryana Consumer Protection Rules, 1988 16. Himachal Pradesh Consumer Protection Rules, 1988 17. Jammu and Kashmir Consumer Protection Act 1987 18. Karnataka Consumer Protection Rules, 1988 19. Kerala Consumer Protection Rules, 1988 20. Lakshadweep Consumer Protection, 1989 21. Madhya Pradesh Consumer Protection Rules, 1989 22. Maharashtra Consumer Protection Rules, 2000 23. Meghalaya Consumer Protection Rules, 1989 24. Mizoram Consumer Protection Rules, 2000 25. Nagaland Consumer Protection Rules, 1987 26. Orissa Consumer Protection Rules, 1987 27. Pondicherry Consumer Protection Rules, 1987 28. Cosumer Protection (Punjab) Rules, 1987 29. Consumer Protection (Rajasthan) Rules, J987 30. Sikkim Consumer Protection Rules, 1990 31. Tamil Nadu Consumer Protection Rules, 1988 32. Tripura Consumer Protection Rules, 1987 33. Uttar Pradesh Consumer Protection Rules, 1987 34. West Bengal Consumer Protection Rules, 1987 35. Extract of MRTP Act Part II 1. Introduction - Research 2. Evolution of Consumerism and Consumer Protection 3. Review of Literature 4. Research Methodology 5. Consumerism and Consumer Movement and An Opinion Survey of Consumers 6. Consumer Movement - An Opinion Survey of Companies of India 7. Voluntary Organisations — Their Role in Consumerism and Consumer Movement In India 8. Research Findings Part III - Illuminaring Judgements / Decisions (CPA) 1. Landmark Judgments of Supreme Court in India 2. Landmark Decisions- National Consumer Disputes Redressal Commission. New Delhi 3. Important Decisions (Govt. of West Bengal) Summary, Conclusion Appendices Appendix I Appendix II Appendix III References Further reading Bibliography

The study of consumer behaviour is a very vital part of marketing management. The marketers may be correct in their value selection for their offers only if they correctly understand the buyers in terms of buyers` motives, habits and buying process as a whole. Thus, no market can move and grow without understanding the behaviour of the consumers. This is a comprehensive book on consumer behaviour with practical orientation which consists of Introduction to Consumer Behaviour, Market Segmentation, Motivation, Personality, Perception, Learning Attitude, Persuasive Communication, Social Class and Consumer Behaviour, Culture and Subculture-Major Focus on Indian Perspective, Consumer Protection, and Consumer Research and Audit. Key Features - Covers all the relevant topics as per the full syllabi of most Indian Universities - Emphasis on the concepts of the Subject - Suitable illustrations relevant to topics - Cases given to develop better understanding of applications The book presents the material in a simple and lucid manner. Contents : 1. Introduction to Consumer Behaviour 2. Market Segmentation 3. Motivation 4. Personality 5. Perception 6. Learning 7. Attitude 8. Persuasive Communication 9. Social Class and Consumer Behaviour 10. Culture and Subculture-Major Focus on Indian Perspective 11. Consumer Protection 12. Consumer Research and Audit Bibliography Question Bank

Most standard books on Brand Management have been written by American authors in American context. 'Brand Management (Text and Cases)' is designed to serve as a textbook for the Marketing students who would want to learn buyer's marketing in the Indian context. The book draws heavily on Indian examples from the corporate world, including MNCs, of advertisements and in general the Indian market. The study Brand Management is gaining importance day-by-day. With the 'open' economic policy there is a rise people's per capita real income. Their standard of living in turn affects the need, attitude, lifestyle of the buyers. With the abolition of licence regime and quota restrictions and pursuance of global policy, the Indian market has been flooded with products. The market has turned from a sellers' market to buyers' market-meaning the : supply tends to outweigh the demand. Success or failure of the modern business now depends on how effectively the marketers and advertisers are able to attract the buyers. Contents : 1. Branding – An Introduction 2. Brand Equity 3. Brand and Consumers 4. Creating a Brand/Building Brands 5. Brand-Product Relationship 6. Brand Extensions 7. Brand Personality 8. Brand Positioning 9. Retail Branding