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Synopsis Being head of the sales division, the sales manager is required to have certain qualities to fulfil his duties and responsibilities that include overall marketing management, sales forecasting, operating with budget, exploring methods of sales promotion, channels of distribution, sales office routine, controlling salesman and representatives, selection and training of salesman, securing and analyzing market information, organizing sales drive and holding periodical meetings, etc.  as such, the sales manager must be a man thorough in marketing concepts and policies.  Presenting basic marketing concepts, product policies, distribution policies, pricing policies and types of markets at the outset, “Principles of Marketing” makes an elaborate and lucid discussion on role of advertising, bureaucracy and bureaucratic power, business management, demand forecasting, sales forecasting, selling strategies, job evaluation and job analysis, problems, market potential, marketing force management, planning, new product marketing, selection, recruitment and training of marketing personnel, inter alia numerous other topics concerning marketing.  This unique presentation is of utmost importance to students, teachers, businessmen, salesman, sales managers and general readers.