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COVER
STORY
Interactive
Game Merchandising: Are You Game?
- - GVS Sreedhar
Interactive
games were originally meant for children for entertainment.
The children who had played those games continued
to enjoy them even as teenagers. Technology has
improved and enabled the creation of more sophisticated
games and this has led to a sudden rise in the
popularity of interactive games as well as the
proliferation of many different game products
which were initially drawn from movies, TV, sports,
etc. With the success of stand-alone games, the
wheel has come full circle. Games now give rise
to movies, merchandising, licensing and have become
huge money-spinners in their own right.
©
2006 IUP . All Rights Reserved
INSIGHT
Online
Anti-brand Communities: An Emerging Form of Consumer
Activism
- - George M Zinkhan and Candice R Hollenbeck
The
Internet has the potential to change the scope
and dynamics of consumer activism. In the 21st
Century, consumers around the world are able to
join together in an online forum to voice their
opposition to corporate domination. Online anti-brand
communities are receiving increasing recognition
for their widespread popularity. Based on the
website observations and consumer activist interviews,
an understanding of why online anti-brand communities
form and how the Internet shapes the educative
character of the recent social movements is provided.
©
2006 IUP . All Rights Reserved
BOOK
REVIEW
Total
Integrated Marketing: Breaking the Bounds of the
Function
- - James M Hulbert, Noel Capon and Nigel F Piercy
To
stay ahead of competition, modern day companies
are creating a superior value (which has become
the corporate mantra for the past few years).
Managers proceeding in this direction need to
think differently. This book is not just an attempt
to introduce the concept of `total integrated
marketing. It also justifies and explains the
application of `total integrated marketing in
the modern competitive era.
©
2003 James M Hulbert, Noel Capon, and Nigel F
Piercy. All Rights Reserved. IUP holds the copyright for the review.
CASE
STUDY
Red
Bull: Changing Flavors?
- - Rajnandan Patnaik
©
2006 IBS, Hyderabad, Case
Development Center. All Rights Reserved.
MARKETING
RESEARCH
Industry
Life Cycle vs. Gross Domestic Product
- - Andrejs Cirjevskis
A
portfolio matrices to determine a countrys sector
attractiveness.
©
2006 IUP . All Rights Reserved
CUSTOMER
SERVICE MANAGEMENT
Customer
Focus
- - Edward A Hellenbeck
Are customers the point of focus for all the
activities of your organization? Perhaps, its
time to give another look at your business operations.
©
2006 IUP . All Rights Reserved
BUSINESS
STRATEGY
Gillette
Fusion and the Fine Art of the Con
- - David Vinjamuri
In
September 2005, Gillette announced the introduction
of the worlds first five-bladed razor, the Fusion.
The Gillette Fusion razor which leapfrogs Schicks
four-bladed Quattro will sell for a 30% premium
over current Mach 3 razors. This is in line with
decades of successful new razor introductions
for Gillette with steeply increased prices over
previous generations. This article traces the
validity of Gillettes strategy.
©
2006 David Vinjamuri. All Rights Reserved.
ADVERTISING
ETHICS
Ethical
Advertising: Perspective on Ensuring Compliance
- - William S Lightfoot
Determining
what ethical advertising is can be complex. Advertisers,
agencies, media, associations, governments, and
other institutions all try to influence the definition
of what is ethical. The challenge is not in establishing
a code of ethics, but rather in ensuring compliance
with the codes. This article reviews different
cases that highlight where the line between ethical
and unethical advertising has been drawn, discussing
some of the different institutions involved in
attempting to ensure compliance, and explores
the different perspectives on who is responsible
for ensuring that advertising is ethical.
©
2006 IUP . All Rights Reserved
MARKETING
TO WOMEN
Marketing
Jewelry to Women
- - Sujata Patnaik
Traditionally,
jewelry has been more than just an ornament and
adornmentit is seen as an investment and nest
egg for times of need. With time and with Indian
women redefining themselves, marketing jewelry
to women has changed. This article looks at how
jewelry has evolved from being a traditional acquisition
for purposes of marriage and investment to that
of branded jewelry based on personal taste, international
designs, and how marketers are targeting different
segments today.
©
2006 IUP . All Rights Reserved
FOOD
MARKETING
Food
Marketing to Children: Issues, Regulations and
Strategies
- - Subhadip Roy
Various
issues are being raised against advertising and
marketing of food items to children. The two most
important issues are that of ethics of marketing
to children and the effect of food advertising
on child obesity. However, in a tightly regulated
marketing environment in most of the developed
countries, advertisers and marketers do not have
much scope for adopting unethical practices in
marketing to children. This article talks about
the issues involved in food marketing to children,
the various regulations worldwide, and also tries
to find out some strategies which the marketers
can use to come out as winners.
©
2006 IUP . All Rights Reserved.
FOOD
MARKETING
The
Web of Food and Wine Culture
- - Suresh Sood
The
Web provides an ideal platform to start conversation
with audiences. Food and wine have a global appeal
and are considered to be one of the best ways
to start a conversation with strangers. Most of
the recent technologies of podcasting, wikis and
blogs are ideally suited to foster the ongoing
conversation with customers interested in food.The
potential opportunities for advertising and marketing
food globally has never been better. A key highlight
of this article is the case of Stormhoek wine,
which serves to illustrate how a boutique vineyard
was able to use blogging to effect change in business
processes as well as double its business in a
very small time.
©
2006 IUP . All Rights Reserved
FOOD
MARKETING
Chocolate
and Mint Advertising: Shifting Focus
- - C Vijaya
Chocolates
are generally considered the favorites of children.
Therefore, advertisements for chocolates target
children. However, over the years, chocolate ads
have shifted their focus from children to adults.
Advertisements of mints too no longer necessarily
focus on the core idea of the productfresh breath.
In order to stand out in the crowd, advertisements
for these products are becoming innovative in
the way they present chocolates and mints to consumers.
This article traces the shifting focus of chocolate
and mint ads and discusses the relative advantages
and disadvantages. A few other possible focus
areas have also been suggested.
©
2006 IUP . All Rights Reserved
SEARCH
ENGINE MARKETING
SMEs
and Search Engine Marketing
- - Tim Lyons
In
the vast morass that calls itself the world wide
web, it is quite easy for a little company to
get lost amongst the clutter. This article talks
about how an SME get noticed on the web.
©
2006 IUP . All Rights Reserved
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