Inroads to Marketing  (English, Paperback, Dr. Ir. Manas G. Roy)

This book is aimed at those professionals in the marketing and sales domains who aspire to be rainmakers for their respective organisations and stay ahead of peers. Based on author Dr. Manas G. Roy’s thirty years of engagement as a leading marketing professional across six continents, Inroads to Marketing imparts critical marketing lessons that we either refuse to learn or ignore due to our preconceived notions. As the book rightly says, a great deal of money is wasted due to bad advertising, poor personal selling and similar unwise moves every day. Plucking unseen and very interesting data from a treasure trove of experiences, Inroads to Marketing tells us that eighty per cent of the sales force never properly ask for an order from their customers or remain busy with the most unprofitable product mix. Equally interesting is the fact that more than twenty-five per cent of sales are customer-directed, contrary to what most believe as sales-driven. During the upswing of a business cycle, a large part of sales and marketing or even advertising fraternities start thinking of themselves as harbingers of good luck. These are the very people who are quick to blame their poor performances on market downturns. Such marketing realities and more should make this book a gripping read. Above all, the book is a stark reminder of a simple truth: it’s easy to enter the sales and marketing profession, but to become an effective marketer is a long haul.