Bøger af Prateek Kanchan

O livro aborda os aspectos relacionados com as comunicações de marketing que são muito prevalecentes no século XXI. Em 2018, quando as comunicações de marketing envolvem uma mistura criteriosa de vários tipos de comunicações para obter os melhores resultados globais para os esforços de marketing da empresa, nenhuma empresa pode ignorar a importância das ferramentas existentes há muito tempo para o mesmo com aplicações actuais, tendo em mente a dinâmica em constante mudança dos meios de comunicação e das opções de meios de comunicação. Os meios de comunicação social de apoio, o marketing direto e a promoção de vendas sempre estiveram ao dispor das empresas para serem utilizados ocasionalmente e em simultâneo, tendo em conta os seus objectivos de comunicação de marketing, que são sempre dinâmicos nos tempos hipercompetitivos actuais. O livro faz uma viagem a estes três aspectos das comunicações de marketing e tenta descobrir o que está a ser feito nos tempos actuais com exemplos em todas estas áreas. A Parte A aborda os meios de comunicação de apoio e o seu papel na orientação dos resultados das comunicações de marketing, que podem ser os principais meios de comunicação de algumas empresas. A Parte B discute o papel e a importância do marketing direto em tempos dinâmicos de telemóveis e Internet. A Parte C enumera a importância da promoção de vendas nos tempos actuais.

This book consists of the papers which I have presented at various National and International Conferences, and which were not published by the organizers of these conferences. At the most, a small abstract of these papers were published in the book of abstracts which they called as souvenir, or book of abstracts. So, I am here with this book consisting of my papers which were not published but presented at various National and International Conferences, majorly in India, and one outside India. It imparts majorly conceptual and some empirical aspects of the research angles which I have explored between 2002 and 2015 during which the papers were presented. Readers will get to know how various disciplines of management in general and marketing in particular were active in theory as well as practice, and how these can be further researched for the use of all stakeholders in business as well as society.

The books goes into the aspects related to marketing communications which are very much prevalent in the 21st century. In 2018, when marketing communications involves a judicious mix of various types of communications for the overall best results for the company¿s marketing efforts, no company can ignore the importance of long existing tools for the same with current applications keeping in mind the ever changing dynamics of media and media options. Supporting media, direct marketing, and sales promotion have always been there for companies to use from time to time as well as simultaneously keeping in mind their marketing communications goals, which are always dynamic in current hyper-competitive times. The book takes its journey into these three aspects of marketing communications and tries to unearth what is being done in current times with examples in all these areas. Part A discusses supporting media and its role in making marketing communications result oriented. which can be the main media with some companies. Part B discusses the role and importance of direct marketing in dynamic times of mobiles and internet.Part C enumerates importance of sales promotion in current times.