SALES PROMOTION AND CONSUMER BUYING BEHAVIOUR: AN INTERDEPENDENT RELATIONSHIP
Dr. NAMRATA GAIN
Genre/Subject – Management
Book code – CCTTTB022238
ISBN – 978-93-94435-01-8
Dr. Namrata has a Bachelor’s Degree in Commerce and a Master’s Degree with dual specialization in Marketing Management and Financial Management from the RDVV, Jabalpur, M.P. Here she studied the diversified aspects and importance of research and that was the turning point in her educational life, she did M. Phil in Marketing Management and continue her research by enrolled for the Ph.D. Program from the /Barkatullah University, Bhopal, M.P. Since 2008 she joined B-School as Assistant Professor, and currently she is working as Associate Professor in Bharti Vishwavidyalaya, Chhattisgarh and looking after all the academic research-related activities as Coordinator in research cell. She has published more than 15 national and international research papers in various prestigious research journals and book chapters published by MacMillan. From her childhood, she was very active in extracurricular activities like N.C.C. and Bharat Scout & Guide. She received awards from the Governor, M. P., and President of India in the year 2000. She has the interest to develop new models in the field of consumers’ behavior and core concept in marketing management. Apart from the educational teaching in the UTD, she is Editor-in-Chief at IJMPC.
ABOUT BOOK / ABSTRACT
Promotion is a word, which plays a very important role in business enterprise. According to the English dictionary, the meaning of promotion is wider. Promotion is a wide word which uses by the human resource department, marketing department as a different concept. According to the concept of the human resource department, the meaning of promotion is the advancement of an employee’s position within the organization. According to the concept of marketing, promotion means the advancement of a product, idea, and point of view through publicity and advertisement. Research work considering promotion as a concept of marketing-mix now it is important here to understand the concept of promotion in marketing management. Promotion is a bunch of all activities which help to communicate about products, brand names, and services to users. Promotion is the technique to make people aware, attract them towards products/services, and induce them to buy the product with preference from competitors’ goods. Promotion is one of the concepts of the 4P’s of marketing –mix .e. Product, Price, Place, and Promotion. 4P’s represents the sellers’ view of marketing tools that are available for the buyer and from the buyers’ point of view each marketing tool is designed to show customer benefits.