The importance of marketing in the Indian economy continues to grow day by day. With the rise in income of people in general, the overall demand for all types of consumer goods has gone up. This has led to an increase in production of various types of consumer goods.
The success or failure of a business now depends upon how effectively selling functions are performed. What is now needed is the intensive cultivation of sales to ensure proper utilization of the productive capacities and to generate full employment. This needs accurate, factual information reasonably complete and timely, rather than hunches and guesswork, in making selling decisions. Hence, today sales and distribution has assumed an important place as an effective management tool for marketers.
This book discusses the various Theories and Principles of sales and distribution in the context of Indian products and market, from a practical and result-oriented standpoint. It is designed to serve as a textbook for the Marketing students in Indian universities and Management institutes.
Case methodology has now become a very popular technique for teaching the students how to handle business issues in various functional areas. For analyzing various cases, the student would require the help of concepts, precepts, tools and techniques. In broader terms, case studies involve both problem diagnosing and then taking a decision in the light of various facts of cases. Therefore, case studies have been inserted in this book to give students an intimate insight into actual business situations.