Advertising Management: Theory & Practice by Dr Mahendra Kumar Padhy

The book titled Advertising Management: Theory and Practice is a thorough and broad text that features the many complexities facing advertisers in India. The deep insight into the psychology and demographics of consumer that make up the 'Indian Context' provides a sound background for learning the core of advertising and marketing mix at play in this country. By combining a rigour with relevance, the book has made an important contribution to advertising literature.
The book is carefully structured to follow the basic sequence of tasks with which an advertising practitioner is concerned. The book has explored the unique characteristics of the Indian advertising market and brought to light several concepts which brilliantly explain the reasons why some advertisers fail and others succeed in this market.
The book will be of special interest to all those students and advertising practitioners who consider this market important in the 21st Advertising Century.