In most of the big enterprises, human resource
department is set up under the leadership of personnel manager who has
specialised knowledge and skills. The human resource manager performs
managerial as well as operative functions. Since he is a manager, he performs
the basic functions of management like planning, organising, directing and
controlling to manage his department. He has also to perform certain operative
functions of recruitment, selection, training, placement, etc., which the
problems to management, the human resource managers attach highest priority to
the settlement of industrial disputes than anything else. The role of human
resource management in industry is underlined by the complex and dynamic nature
of environment under which the modern large-scale industries function. The
impact of technology on organisation structure, politicisation of workers‘
unions, and the growing consciousness of industrial employees about their
rights and privileges, have made the role of personnel management increasingly
more important in industrial undertakings. The task has also been facilitated
by the greater recognition of the value of human resources in industry and
application of human resource development (HRD) techniques by the enlightened
managers in modern organisations..
A company’s overall marketing communication strategy is called promotion mix. Promotion mix is the combination of 5 major promotional tools like advertising publicity personal selling sales promotion and direct marketing. Philip Kotler and Gray Armstrong define, The promotion mix is the specific blend of advertising, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships. Tools of promotion mix: There are 5 major tools of promotion mix those are- Advertising Public Relations, Personal selling Direct-marketing Advertising: According to Philip Kotler and Gray Armstrong, Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. For providing specific and clear concept and idea of a product or service to a community or a group of people, advertising is used by a short way. Advertising may be- B...

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