|
Cover
Story
Are
You Tough Enough to Manage Your Channels?
--CHRISTINE
B BUCKLIN, STEPHEN P DEFALCO,
JOHN R DEVINCENTIS, AND JOHN
P LEVIS III
Often,
emerging market opportunities are hard to spot. Even if a
business is able to identify these opportunities, the transition
to a new system is not smooth because many companies take
a narrow and superficial look at channel performance and fail
to evaluate the alternatives objectively. But, the winners
refuse to accept conventional wisdom or act on unsubstantiated
biases; they invest their time and energy in evaluating options
thoroughly.
©
The McKinsey Quarterly, 1996 Number 1 (www.mckinseyquarterly.com).
Copyright McKinsey & Company. All Rights Reserved. Reprinted
with permission.
Product
Design
A
Design for Life --Nick
Verebelyi
Design
and packaging were hitherto considered to be the exclusive
domains of the consumer products industry. But even in the
pharmaceuticals industry, well-designed packaging and drug
delivery systems can offer a lot more benefits than what meets
the eye.
©
www.pmlive.com. Reprinted with permission.
Brand
Management
Why
Direct Marketing is a Better Brand-Building Tool than Conventional
Brand Image Advertising--Bill Fryer
While
a whole industry has grown around the need to build and promote
brands, the author argues that brand image is no substitute
for brand reality.
©
Bill Fryer (www.billfryer.com). Reprinted with permission.
Strategic
Marketing
Successful
Commercialization through Product Marketing
--Wendy
Davidoff And Ken Robertson
Your
technology company might have a great product but it cannot
be called successful unless you are able to maximize revenues
and profitability. This can be achieved if product planning,
pricing and service strategies are driven by a careful understanding
of customer needs.
©
Next Level Business Partners, Burnaby, British Columbia, Canada
(www.klr.com). Reprinted with permission.
Retailing
Evolving
Retail Formats --
K Suresh
The
transition from the friendly neighborhood kirana stores to
supermarket chains, specialty stores, hypermarkets and discount
stores promises to change the face of Indian retail industry.
Which retail formats are likely to attract customers and maximize
revenues? The author tries to answer the question.
© IUP. All Rights Reserved.
e-Branding
What's
in a Name? --HELEN
JONES
When
it comes to creating an online brand, established banks have
an edge over their Net-only rivals. Helen Jones looks at the
US and European experience.
©
OpenFinance: Fall 2000 (www.openfinancemag.com). Reprinted
with permission.
Services
Marketing
Marketing of Services : Issues and Challenges --
Naveen Das
The
conventional 4P framework seems to be less effective when
it comes to marketing of services. What are these unique characteristics,
which make it imperative for services marketers to adopt a
different approach to marketing?
© IUP. All Rights Reserved.
Back
to The Classroom
Understanding
Customer Lifetime Values
In
this section, we will provide our readers with in-depth explanations
of emerging marketing concepts. The focus of this issue's
column is Customer Lifetime Value.
©
Twymark Limited, United Kingdom, www.twymark.co.uk. Reprinted
with permission.
CRM
CRM Initiatives in Indian Retailing
--
N Balasubramanian and S Armstrong Jeyakumar
With
increased competition, came the realization that customer
is the most important asset for a business. This realization
has driven many Indian retailers to embark on various Customer
Relationship Management initiatives. The authors take a look
at some of these initiatives.
© IUP. All Rights Reserved.
Case
Study
The
Indian Petroleum Industry: Towards Branded Fuels |
