COVER -- CONTENTS -- BASIC CONCEPTS OF PROMOTION AND COMMUNICATION -- FUNDAMENTALS OF ADVERTISING -- ADVERTISING RESEARCH -- MARKETING AND ADVERTISING PLANNING -- ADVERTISING AGENCY -- MARKET ANALYSIS: SEGMENTATION AND TARGETING -- CREATIVITY, CREATIVE STRATEGY AND COPYWRITING -- ART DIRECTION -- MEDIA PLANNING -- PRINT MEDIA -- ELECTRONIC MEDIA: TV-THE NEW GOLDEN GOOSE -- ELECTRONIC MEDIA: RADIO -- OUTDOOR AND TRANSIT MEDIA -- MEDIA OF THE NEW MILLENNIUM-INTERNET -- ADVERTISING REGULATION -- WORD OF MOUTH ADVERTISING -- DIRECT MARKETING -- SALES PROMOTION -- PUBLIC RELATIONS -- NATURE AND SCOPE OF SALES MANAGEMENT -- SALES MANAGEMENT, PERSONAL SELLING AND SALESMANSHIP -- PERSONAL SELLING OBJECTIVES -- SALES - RELATED MARKETING POLICIES -- PERSONAL SELLING STRATEGY -- THE JOB OF A SALES MANAGER -- SALES ORGANISATION -- PERSONNEL MANAGEMENT IN THE SELLING FIELD -- RECRUITING SALES PERSONNEL -- SELECTING SALES PERSONNEL -- SALES TRAINING -- EXECUTION AND EVALUATION OF SALES TRAINING PROGRAMMES -- MOTIVATION AND MORALE OF SALES PERSONS -- COMPENSATING SALES PERSONS -- MANAGEMENT OF SALES EXPENSES -- SALES MEETINGS AND SALES CONTESTS -- CONTROLLING SALES PEOPLE - EVALUATION AND SUPERVISION -- SALES BUDGET -- SALES QUOTAS -- SALES TERRITORIES -- SALES CONTROL AND COST ANALYSIS -- CASE STUDIES.