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COVER
STOTY
Innovations
: Boosting the Service Sector
-- Kaushik Mukerjee
The
service sector in India has been growing rapidly and its contribution
to Gross Domestic Product (GDP) reached 55% in 2006-07. The
rapid growth can be credited to the better management of innovations
that have enabled marketers to focus on services as the differentiator.
This article explains how marketers have used innovative strategies
like micro-segmentation, collaboration, personalization, exotic
appeal, intensive distribution and innovative combinations
for penetrating the markets.
© 2008 IUP . All Rights Reserved
NEW
TRENDS IN MARKETING
Bluetooth
Marketing
-- Pradhumn Kumar
Bluetooth
is a wireless technology through which one can send and receive
messages to and from mobile phones in a short range. Bluetooth
technology has created the opportunity for Bluetooth marketing,
which refers to transmission of advertising and promotional
messages with the help of this technology. Bluetooth marketing
is an emerging concept and has great potential, if used properly.
© 2008 IUP . All Rights Reserved
TECHNOLOGY
IN MARKETING
Use
of Decision Support Systems by Modern Retailers in India
-- Mridula S Mishra
The retail sector in India is growing rapidly and this
is mainly due to developments that have taken place in the
economic as well as the technological environments. The retail
landscape has changed post-liberalization, and the retail
sector understands that competitive advantage is achieved
only if differentiation is created with the use of information
technology (IT), as information is crucial for retail business.
This article explores how the Indian retail sector has exploited
IT to compete in the market.
© 2008 IUP . All Rights Reserved
CONSUMER
BEHAVIOR
Nomophobia
: The Right Time to Recognize and Deal with It
-- Harsh Arora
With
each passing day, new models of mobile phones are entering
the Indian market, and cell phone service companies are aggressively
pushing their services by offering ever newer schemes. As
a result, India is witnessing a very rapid increase in the
number of mobile phone users, and many of them are getting
addicted to this modern day communication device. An agency
in the UK has identified that addiction to mobile phones is
causing a new kind of psychological disorder or phobia, which
has been termed as `nomophobia'. This is a cause for concern
and the Indian masses too should be made well aware of this.
It needs to be recognized as a deviant form of consumer behavior
and preventive measures need to be taken to mitigate it.
© 2008 IUP . All Rights Reserved
MARKETING
METRICS
Online
Marketing Metrics : An Indispensable Aspect of E-Business
-- Bhishma Kukreti
Internet.com
describes the importance of online metrics: "Web analytics
is becoming one of the hot sectors in Internet marketing and
e-commerce technology. Increasingly, brand and e-commerce
managers-under pressure to deliver return on investment-are
looking at technology to help shape and optimize their websites."
This article deals with the needs and strategies of online
marketing metrics. The author throws light on the various
aspects of Internet metrics for web design and development,
web page, marketing and promotional elements, financial parameters,
search engine optimization, technical services, etc.
© 2008 IUP . All Rights Reserved
ADVERTISING
Recent
Advertising Trends in India
-- P Ammani and P Radhika
Advertising
in India has come of age in respect of magnitude, intensity
and variety. There has been rapid and continuous change in
the market place and, consequently, in the practice of advertising.
There has also been dramatic acceleration in the pace and
nature of change. This change has been technology-driven and
knowledge-oriented. It has the potential to widen and deepen
access to information and, particularly in India, to cut across
socioeconomic lines.
© 2008 IUP . All Rights Reserved
RURAL
MARKETING
Effective
Product and Positioning Strategies for the Rural Market :
A Winning Proposition
-- Arpita Srivastava
Gone
are the days when the rural consumer went to a nearby city
to buy branded products and services. Today, all eyes are
turned to the world's most promising market with a potential
of 742 million rural consumers, who are yet to taste the fruits
of modernity, a promise that seems ready to be fulfilled because
of the explosion in the buying capacity in the rural sector.
This article identifies the rural product basket, analyzes
rural penetration strategies for such products and its future
outlook with some real cases. It also describes the concept
of positioning, its development and communication together
with the help of cases.
© 2008 IUP . All Rights Reserved
SPORTS
MARKETING
Sports
Marketing : New Mantra for Corporate Success
-- Amitabha Ghose
This
article highlights the growing importance of marketing sports
events and also the marketing of various other products in
the backdrop of sports events. It captures issues related
to emerging trends in sports promotion, sources of money for
sports and technologies used in sports marketing. The entertainment
aspect of sports, together with the spread of mass media,
has enhanced its popularity and reach in recent times. This,
in turn, has led to increase in advertisements for various
products using popular sportspersons as endorsers. Effective
steps need to be taken to ensure continued success of such
marketing programs.
© 2008 IUP . All Rights Reserved
CONSUMERISM
Consumerism
: Its Evolution and Development
-- R Neelamegam
The genesis of consumerism lies in the disadvantageous
position faced by consumers, in spite of the apparent natural
protection from unscrupulous marketers provided by free market
competition. The consumer movement has grown largely through
the efforts of consumers themselves, with requisite backing
by various voluntary organizations, national governments,
international agencies, etc. It has now also extended to green
consumerism and expectations of socially-responsible marketing
from the marketers.
© 2008 IUP . All Rights Reserved
INDUSTRY
FOCUS
Airline
Industry : Winning Hearts!
-- Ishita Mukherjee
This
article highlights the innovative service offerings of airline
operators in today's environment of cut-throat competition,
where every airline is trying hard to protect its market share.
In this context, the article explains various marketing strategies
adopted by airline operators to attract and retain customers.
Lastly, it emphasizes the importance of customer-centric focus
by airline operators, because customer satisfaction is the
prime ingredient for survival.
© 2008 IUP . All Rights Reserved
CASE
STUDY
Branding
China : From Manufacturing to Marketing
-- Mamatha Krishna Reddy
China,
during the 1990s, emerged as a significant manufacturing hub
and large-scale exporter of competitively priced goods. Its
membership in the World Trade Organization (WTO) allowed the
world to have a glimpse into the secrets of its manufacturing
success. Hinging on an elaborate subsidy regime and high domestic
productivity, many Chinese companies were hurled into global
prominence. Further market growth meant a shift from a pricy
edge to a premium value strategy for Chinese goods. However,
intellectual property-related issues and a cheap producer
image were hurdles in the path to this brand shift. It remained
to be seen how the Chinese could solve this problem.
© 2008 IRC , Bangalore. All Rights Reserved. | 
