About the BookThis is an ideal and most comprehensive textbook presenting an integrated approach to the principles, concepts and the cases in Advertising Management. Based on authentic publications and practical experience of the authors, the book deals with advertising and sales promotion, economic and social effectiveness of advertising decisions and plans. The book is well-written and well-structured in lucid, simple and conversational language. Different topics are systematically arranged with proper blend of theories and models so as to make easy and clear understanding of principles and their applications in advertising.
The book will be very useful for students doing M.B.A., M.Com., D.I.M. and B.B.M. It will also be most valuable reference source for advertising professionals.About the Author/sC.L. Tyagi, M.Com., LL.B. (Delhi), Ph.D. (Agra) has been in the academic field for more than forty-five years. He has been formerly at faculty in Rajdhani College [Delhi University]. He has also taught in foreign Universities for fifteen years. He is the author of Business Law, Company Law, Financial and Management Accounting and Consumer Behaviour. At present, he is Director, SRM Institute of Management and Technology, Modinagar, Uttar Pradesh.
Arun Kumar, B.Com. (Hons.), LL.B., F.C.A. AMIMA, is working on various senior positions in multinational corporations. He has utilised his wide experience in management for writing a number of books on theory and practice of Management.