Description
Concept Building Approach to Advertising and Personal Selling, 3rd Edition by Neeru Kapoor provides an in-depth exploration of fundamental and advanced concepts in advertising and personal selling. This comprehensive textbook bridges the gap between theoretical knowledge and practical application in the field of marketing communications.
The 3rd edition has been updated to reflect contemporary trends in digital marketing, consumer behavior, and sales techniques. It covers essential topics including advertising strategies, creative development, media planning, personal selling processes, sales management, and customer relationship management. The book emphasizes concept building through real-world examples, case studies, and industry insights.
Ideal for marketing students, advertising professionals, and sales executives, this text provides actionable frameworks and proven methodologies. Published by Cengage India Private Limited, it maintains academic rigor while ensuring practical relevance for today’s dynamic business environment.
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