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The Essentials of Marketing Part 2

The Epilogue

Language:  English
This book provides an insight into the various aspects of traditional as well as modern marketing and will be useful to the aspiring as well as practising marketing personnel.
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Marketing has undergone a tremendous change in modern times. The consumers have become more value-conscious. Consequently, sellers have started adopting myriad strategies to attract consumers. The Internet – and consequently the social media – and the proliferation of online shopping sites have added new dimension to how business can market their products and/or services.

About the Author

Manmohan’s interactive style and unique ability to engage with young as well as not so young has made him a very effective training facilitator. He has conducted a horde of training programmes in India and the Middle East. His deep insight into the culture of his home country – India – and that of the Middle East has made it possible for him to effectively engage audiences. He has also made presentations on various topics at International Conferences under the auspices of UNESCO, and ensured that his practical viewpoints are shared with a wide variety of audience.

Currently a Freelance Training Facilitator, Manmohan has authored several eBooks on Management and Education.

Having worked as Head of several educational and training organisations in India, Kuwait and Oman, he has specialised in training programmes for people in a wide variety of professions. He has also made a Webinar presentation on Personality Development organised by a US-based organisation.

An alumnus of Cambridge International College (UK), Manmohan also holds a Ph.D. in Management, and Masters in Business Management, Education and English.

Manmohan is currently India-based and conducts training programmes for college students, professors and management executives.

Among his other programmes the following are in much demand:

  • Soft Skills

  • Business Communication

  • Leadership & Teambuilding

  • Pedagogy of Teaching at college/school level

  • EMI (English as Medium of Instruction) Skills for college professors

  • Guidance and counselling in educational institutions

  • About the author
  • Preface
  1. Channels of distribution
    1. Introduction
    2. Channels of distribution
    3. Summary
    4. Self-assessment exercise
  2. The promotional programme
    1. Introduction
    2. Forms of promotion
    3. Summary
    4. Self-assessment exercise
  3. Sales promotion
    1. Introduction
    2. Objectives of sales promotion
    3. Kinds of sales promotion
    4. Summary
    5. Self-assessment exercise
  4. Advertising
    1. Introduction
    2. Objectives of advertising
    3. Functions of advertising
    4. Advantages of advertising
    5. Advertising media
    6. Summary
    7. Self-assessment exercise
  5. Branding and packaging
    1. Branding
    2. Packaging
    3. Summary
    4. Self-assessment exercise
  6. Marketing of consumer goods
    1. Introduction
    2. Characteristics of consumer goods
    3. Classification of consumer goods
    4. Summary
    5. Self-assessment exercise
  7. Marketing of industrial goods
    1. Introduction
    2. Classification of industrial goods
    3. Summary
    4. Self-assessment exercise
  8. Personal selling
    1. Introduction
    2. Objectives of personal selling
    3. Duties of a salesperson
    4. Qualities of a successful salesperson
    5. Sales personality
    6. Features of personal selling
    7. Process of personal selling
    8. Summary
    9. Self-assessment exercise
  • References
  • Table of figures
About the Author

Manmohan Joshi