Assessment of Promotional Activities, Case Study of MIE PLC

Today, business is conducted in a dynamic environment where every thing is changing rapidly. A successful business is one which influences the speed and direction of the change to make the conditions more conducive for its survival and growth. in order to respond to this fast environmental change and being able to be competent in the face of stiff competition, proper implementation of "Marketing Promotion" contributes unreserved benefits. Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. A carefully planned promotion program contributes to increased efficiency and effectiveness of the overall marketing strategy of the industrial firm. However, manufacturing firms give less emphasis for promotional activities and for the techniques used to devise the promotional budget. This book, therefore, provides a new way of formulating appropriate marketing promotional measures. It is utmost useful for marketing practitioners, experts in marketing fields, manufacturing and engineering firms who are interested on implementing effective marketing promotion for their products, or anyone else.