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What They Don't Teach You About Marketing PB
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ISBN
:
9780230638044
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Publisher
:
MACMILLIAN INDIA LTD-NEW DELHI
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
208
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Year
:
2009
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199.0
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Description
New recruits who join the Marketing Department face a strange problem. They learn a lot of concepts - branding, segmentation, positioning, decision trees, competitive advantage, etc. - but find that they know very little about their own actual role, and what they are expected to do in an organization. This book fills the gap between what you learn in college and what you actually do in office. It explains the major concepts of marketing management in a friendly, easy-to-understand manner; and gives practical tips to make the transition from a ‘college student’ to a ‘marketing professional’ much easier. "This is a relevant guide for someone beginning a marketing career. The free-flowing style and lucid explanations make it an insightful read for the young professionals.” Harsh Mariwala, CMD, Marico Ltd “Management students are traditionally introduced to the topics of Sales and Marketing in a disjointed & incoherent manner, usually taught by different faculty members. K
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Author Biography
Ketan Joshi did his MBA from the Jamnalal Bajaj Institute of Management Studies, and has since worked as a marketing professional. He has himself been through the ‘management trainee’ grind, and has mentored new recruits and helped them through the same struggle. Table of Contents Management Trainee - Joining the Company • Entering the Marketing Department • What is ‘Marketing’? • The Advertising Agency • Marketing Research • Media - An Overview • The Various Media Channels • How to Action Media - Planning, Buying and Monitoring • Public Relations and Direct Marketing • Role of Marketing in Business • Role of Other Departments in Business • Ramesh Starts Work • The Brand Re-launch Starts! • Making the Ad • The Climax
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