This book is specially designed to meet the needs of management students and is an ideal and most comprehensive textbook presenting an integrated approach to the principles, concepts and the cases in advertising management. The objective of the book is to give students and practitioners alike the framework and knowledge with which to make more effective advertising decision and to communicate some of the excitement and vitality that characterizes the advertising business. The systematically arranged topics with proper blend of theories and models make an easy and clear understanding of the principles and their applications. The publication provides an in-depth coverage of the various components of advertising management and proves to be a very useful for students doing BBM, MBA and M.Com. While professionals in the field would also in the field would also find this book a valuable reference source.
ABOUT THE AUTHOR N Panchanatham
Dr. N. Panchanatham, Professor and Head, Department of Business Administration, Annamalai university has a rich experience of 31 years, which includes 21 years of academic, research, training and extension activities at University level for MBA., M.Phil, and Ph.D programmes and 10 years of industrial experience. He has visited several countries (U.S.A., U.K., Sweden, France, China, Singapore, HongKong, Thiland, Malaysia, Nepal, Israel, Mauritius, Cambodia, Vietnam, Cyprus, UAE, South Africa, Sri Lanka, Italy, Cameroon, Switzerland and Vatican) and member of Academic Council, Senate, Board of Studies and Board of Selection of reputed Universities and institutions. He is a corporate trainer and won 35 awards and recognitions. He holds many professional memberships. He is principle investigator for AICTE R&D, MODROBS, UGC and TNSCST research projects. He has published more than 300 papers in journals, proceedings and authored books and presented and participated papers in more than 1000 national and international seminars, conferences, invited lectures and workshops. He has guided 10 Ph.D scholars guiding 10 Ph.D scholars and 10 M.Phil. Scholars and examined around 100 Ph.D thesis and hundreds of M.Phil thesis.
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