XLRI launches book on sales & mktg

Written by State Bureau | Jamshedpur, Sep 24 | Updated: Sep 25 2008, 06:33am hrs
XLRI professor Pingali Venugopal's third book on sales and marketing was launched here on Wednesday by director E Abraham.

Venugopal, who is also a dean at the B-school, said here Wednesday that though the country has become a lucrative market for various companies, its unique characteristics throw up a variety of challenges, which the book, Sales and Distribution Management: An Indian Perspective, tries to explain.

Sage India are the publishers of the book, around 1,700 copies of which have been sold in advance.

Venugopal's book is significant, as retail management is currently a hot subject in the country.

The book, building on an understanding of the consumer decision process, defines the roles of marketing and selling strategies.

It adopts a customer-centric approach to sales and distribution management, dealing with the making of strategic decisions.

Attempts have been made to highlight the importance of behaviour in completing a sale. Service orientation has also been discussed.

The professor's two earlier books on sales and marketing are Marketing Channel Management: A Customer-Centric Approach and Managing The Sales Force: A Motivational Approach. The present book, just like the last two, is to be included in the curricula of B-schools such as IIM (Lucknow), XISS (Ranchi) and XIMB (Bhubaneswar), besides several others in the country.

Venugopal has presented several papers at national and international forums and has also been part of several projects as a consultant. His articles have appeared in leading management journals.

According to Premendu Sharma, regional sales executive of Sage India, Venugopal's two earlier books have been doing "very well" over the years.