Advertising Management Text And Cases
- ISBN-10
- 8122421512
- ISBN-13
- 9788122421514
- Pages
- 388
- Language
- English
- Published
- 2008-01-01
- Authors
- MATHUR, U.C.
Description
About the Book: Opening up of international markets and market economy are becoming the norms the world over. Therefore, Marketing Managers of tomorrow are required to be fully in the know of the important discipline of Advertising globally. It is for this reason that the subject has been in focus of most reputed business schools. Advertising has emerged as a major knowledge area that the students of management need to learn in detail. The book attempts to make learning the nuances of the subject easy to understand from the students viewpoint in a comprehensive manner. The creativity in advertisement, media planning, budgeting systems have remained on the focus for advertising fraternity and these find the pride of the place. Methods used in international advertising have been dealt with in the new chapter in some detail. Advertising agencies are the life lines for the discipline and their working is covered in detail. The new chapter deals with internet advertising operations in an elaborate manner. The book contains highly developed case studies that are ``class tested`` and need to form the nucleus for the study of the subject at the end of the chapters that runs through the book. Success in advertising comes from the following areas which form an important part of the book: Knowledge of the demand pattern Selection of the right advertising agency Understanding the general and competitive business environments for the chosen market segments Understanding the company`s advertising needs that can create competitive advantage Estimating the resources needed for the campaigns Time bound advertising programmes with built-in monitory systems Advertisers need to have a sound knowledge of the Buyer behaviour to understand the stimuli required and the methods of providing the same. About the Author: Prof. U.C. Mathur (ex-President and CEO, World Digital Ltd.) started his career in the corporate world as a Junior Manager; came to hold positions as President and CEO World Digital, Modi Telecom, Vice President (CEO) Escorts Telecom and General Manager of Uptron. Later Prof. Mathur took to teaching Management students. For the last nine years he has taught at the Maharishi Institute of Management as Core Professor and as visiting professor at the Delhi School of Economics, Delhi University; Institute of Management Technology, Ghaziabad; Institute of Management Studies, Noida; Institute of Management Research, Ghaziabad; Integrated Academy of Management and Technology, Ghaziabad; Goa Institute of Management, Goa. Professor Mathur has been teaching in the US Management University`s Indian campus, spreading the gospel of Modern Management. Advertising Management, Strategic Management, Marketing Management and its electives, besides value-based inspirational management are his forte.
