This book present an indepth study of the process of ancillarisation (sub-contracting) in the modern industrial structure. On the basis of theoretical and comprehensive empirical analysis, it attempts to resolve controversy over the rationale of the development of ancillarisation especially when this type of development is encouraged by a number of countries and large firms. A comparative study of large parent units and small ancillary unit in the context of cost and capital structures, efficiency and viability, wages and emoluments, etc. has been enunciated besides analysing parent- ancillary relationship.

"Advertising Management" as a paper is being taught at MA (Econ), MBA, MCom and other Management Courses at various universities and institutions. This book is designed as an introductory text to the above paper, encompassing vital information on all pertinent aspects. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals in the field. The following topics make core of this work-Role of Advertising in Marketing Process; Process of Communication; Stimulations of Primary of Selective Demand; Media Planning; Advertising Campaign; Media Strategy; Advertising Budgeting; Advertising Operations; Consumer Behaviour; Distribution Decisions; Publicity Plans; Emergence of Service Marketing; Role of Creative Strategies; and Public Relations in India; etc.

"Advertising Management" as a paper is being taught at M.Com, M.B.A. and other Management Courses at various universities and institutions. This book is designed as an introductory text to the above paper, encompassing vital information on all pertinent aspects. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals of Management Courses. The book consists of the following chapters-Sales Promotion; Promotional Mix and Personnel Selling; Consumer Behaviour and Sales Promotion; Deal Prone Consumer Research; Strategy of Sales Planning; Performance Evaluation and Appraisal Effective Sales Personnel; Evaluation of Sales Promotion Experiment; Product Decision in Sales Promotion; Secrets of Performance; Retailer and Wholesaler Promotion Process; Strategic Issues in Promotional Strategies; and Substantive Findings in Trade Dealings; etc.

"Rural Marketing" as a paper is being taught at MA(Econ.), M.Com, MBA and other Management Courses at various universities and institutions. This book is designed as an introductory text to the above paper, encompassing vital information on all pertinent aspects. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals in the field. This book consists of the following chapters-Nature and characteristics of Rural Marketing; Rural Development and Marketing of Consumer Durables; Attitude and Behaviour of Rural Marketing; Retail Trading; Distribution Channels of Rural Marketing; Marketing of Agricultural Inputs; Selling in Rural Markets; Customer-Retailer Relationship; Rural Trade and Challenges; Development of Agriculture in Economy; Agriculture Marketing in India; Classification of Agricultural Products; Institutions and Organisations in Agriculture Marketing; Nature and Scope of Cooperative Marketing; Fertilizers, Seeds and Plant Protection; Role of Agricultural Price Structure; and Defects of Agricultural Marketing; etc.