Synopsis "Hermeneutics of Promotion, magic wands to success (in English)"
Promotion is the foremost and inevitable 'P' among the four marketing mix. The others are product, place and pricing. It is purely an art of showing the stuff an item is made up of to the target people, events, places and institutions for possible patronage. Promotion is done to catch interest and have focus by different institutions. The manufacturers promote products to attract volumes of sales. Political parties promote aspirants and their manifestoes to have landslide victory. Religionist promotes their values to retain and win new souls to their faith. Nations promote the national artefacts to create enabling environments for proliferation of businesses and new investments. There is no limit, except there is new legislation controlling promotions, to what is promoted. Unfortunately, on the flip side based on studies, unhealthy promotion is constantly sending many out of business and the dwindling profits. This is a threat to the employment and wealth distribution which determine the standard of living and the quality of life. None of the three other Ps can get awareness until they are adequately and aggressively promoted with strategic methods and right medium at the right time. In the book, Hermeneutics of Promotion, the magic wand to success', author Amusa Abdulateef, based on deep and critical research findings analyses, delved into other areas of life to enhance business development, self-development and the national growth and development as he looked beyond the promotion of the three other Ps of the marketing mix in business. Unfortunately, the persistent slice-price promotion is killing many businesses in the nations. In his findings, the author diverts the attentions of the companies from the pricing promotion to the promotion through the enhancing quality of products and of services. He further researched and computed such ways of promoting values of institutions, public and private. The salient questions are: What do we promote? How do we promote? Where do we promote? When do we promote? The questions are not just for products and services but of countless items. By the revelation in the book, the author, Amusa Abdulateef, researched into different issues that need promotion starting from the nation whose region is home to all businesses and institutions. In the work, he proved that promotion of the nation should be enhanced to increase the number of clients and customers. He researched and confirmed the issue of promotion which is historically ancient and changes with time and the dynamics of time and places. One may ask "How do we successfully promote our nation and national values like the tourist places, the intellectual property brands, the juicy histories and popular festivals across affiliations? How do we promote our ethno-religion values? How can we promote our institutions and local foods and drinks? How would parties promote their manifestoes and the aspirants? Who must be in the best position to promote the valuable resources? Where do we promote them and when is the best to make the promotion?
