Matin A. Khan, "Consumer Behavior and Advertising Management"
Netlibrary Inc | 2006 | ISBN: 8122425526 | 374 pages | PDF | 3,9 MB
The book Consumer Behaviour and Advertising Management has been written for the
management students of Indian institutions. It clearly explains the fundamentals of the subject
and is designed to give an insight to the students with Indian examples. The book is written in
simple language so that it can be understood by the students and teachers.
Almost all the topics on consumer behaviour and advertising have been covered in this
book. The entire syllabi of the I.E.T. has been covered and the book will be useful for the
students. All the factors effecting consumer behaviour and some cases have been dealt in the
book. In advertising, besides the promotional tools, five 5 Ms of advertising, ethical and social
issues have also been dealt in a comprehensive manner. Both the sections of the book are
supplemented with brief examples of cases for the understanding of the students.
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