COVER -- CONTENTS -- Nature and Importance of Advertising -- Advertising Budget -- Media Decisions -- Advertising Copy and Elements -- Advertising Appeals -- Measuring Advertising Effectiveness -- Advertising Agency -- Ethical and Legal Aspects of Advertising -- Nature and Importance of Personal Selling -- Customer Knowledge and Buying Motives -- Knowledge of Products and Markets -- Process of Effective Personal Selling -- Handling Objections -- Closing the Sale -- Customer Follow-up -- Sales Planning and Control - An Overview -- Sales Force Management : Recruitment and Selection -- Training and Development -- Direction and Supervision -- Motivation and Compensation -- Performance Appraisal.