The chapters in this book represent a wide array of approaches to studying the relationship between advertising and sales. The chapters include both theoretical and empirical approaches and cover a broad spectrum of views about this relationship. Regardless of the particular approach or paradigm used to study the advertisement and sales relationship, the authors are quite uniform in their view that the relationship is an important one and very complex.
ABOUT THE AUTHOR R. Mehra
Mr. R. Mehra born on 1969 in Allahabad, Uttar Pradesh. He holds a Master of Business Administration from Allahabad University in 1993. He served as Brand Manager in leading corporates of India. His area of interest are Portfolio Management, Brand Equity and Implementing different Strategies to maintain the Market Segmentation. Presently he is pursuing Ph.D. from Lucknow University. He has authored and presented a number of papers during various seminars and conferences in India and abroad and has several publications to his credit.
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