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COVER
STORY
Marketing
of Short Shelf-life Perishables : Issues and Lessons
-- MR Suresh
The
Indian market for short shelf-life perishables has undergone
massive changes over the years. This article throws light
on the market potential of the perishable items with due regard
to the product development and innovation, pricing, branding,
distribution channels, advertising and promotion and also
the quality aspect of the product. The article concludes by
probing the future of the perishables in the market at par
with consumer behavior.
© 2007 IUP . All Rights Reserved
E-MARKETING
Blog
Marketing
-- Brinda G
Being
the descendant of web log, blogs are entirely user-generated.
Since its origin in mid-1990s, it acted as a true democracy
at work. This was because it empowered individuals to get
around the filters of mass media communication and push their
messages directly to the public. Modern marketers are now
(mid-2000s) focusing on how they can capitalize on the interests
of bloggers and the widespread hold of blogs on the web, to
enhance their businesses. And with time blog marketing has
become a prerequisite phenomenon that cannot be ignored by
marketers. The article deals with how marketers can go ahead
with their plans of blog marketing, its prospects and challenges
of using blogs as a marketing concept.
© 2007 IUP . All Rights Reserved
MARKETING
PROMOTION
Celebrity
Endorsements and Anchoring Reality Shows : The Correlation
-- Kisholoy Roy
The
article highlights the correlation between celebrity endorsement
and anchoring reality shows and evaluates the same by a 14-point
model and certain parameters of the anchoring of reality shows.
The 14-point model can be recommended as a blue-print both
by the brand managers as well as by the creative brains behind
reality shows if they want to succeed in their respective
endeavors.
© 2007 IUP . All Rights Reserved
BUYER
BEHAVIOR
Gifting
Behavior
-- Frank Sunil Justus T, PU Srinivas, M Ramesh
Gift
is an excellent medium of expression of our feelings, be it
friendship or love. The article explores the gifting process,
the reasons for gifting, the types of gifting like the corporate
gifting and personal gifting and the modern trend of gifting
through the Internet technology.
© 2007 IUP . All Rights Reserved
CRM
Emergence
of the Customer-centric PSUs
-- Subhash Jha
Maintaining
relationship with profitable customers has become a primary
concern for the business houses. Even the Public Sector Units
(PSUs) in India have taken several initiatives to evince their
commitment towards one of the major stakeholders, customers,
in business. Of late, they have realized that to keep abreast
of the market trends, focusing on their most valuable asset-customers,
is the smart way to stay ahead in the industry. The article
unfolds how and why PSUs have started adopting customer-centric
approach.
© 2007 IUP . All Rights Reserved
RURAL
MARKETING
Rural
Marketing in India : Problems, Prospects and Emerging Dimensions
-- Kaberi Bhattacharyya
The
growing saturation of the urban markets has compelled the
corporate houses, both national and international, to look
into the immense potential of rural India for their survival
and future prosperity. Although 70% of the Indian population
resides here, not all corporate houses have been successful
in tapping this market to their advantage. The marketers are
besieged by problems of one kind or another when they venture
into the rural areas. However, in determination, sincerity
and innovation lie the fruitfulness of rural marketing strategies,
with liberal doses of infrastructural development thrown in.
© 2007 IUP . All Rights Reserved
CONSUMER
BEHAVIOR
Consumer
Learning Patterns : Kolb's Perspective
-- Deepali Walavalkar
There
are various influences that affect the consumer buying process.
One such major influence is learning which defines how consumers
unlearn or relearn to make product decisions. There have been
various theories that have successfully tried to explore learning
patterns. One such theory was put forth by Kolb, which is
better known as the experiential learning cycle. Kolb's cycle
of experiential learning has provided several insights to
trainers in the field of training & development, but its use
in consumer learning is not very pronounced. This article
tries to understand Kolb's learning cycle from the marketers'
perspective. It further tries to explore the conceptual correlation
between the decision-making model of cognitive learning and
Kolb's learning cycle. Though there are several models of
cognitive learning, the decision-making model is the obvious
choice for correlation as it lays the foundation for understanding
consumer behavior.
© 2007 IUP . All Rights Reserved
E-COMMERCE
The
Hyper-efficient Digital Economics and The Long Tail Marketing
-- G Ramesh Babu
The
long tail marketing is the resultant of the new economics
of culture and commerce, which has turned the mass markets
into millions of niches. With the emergence of Internet, the
global scene of the long tail marketing has completely transformed
and has gone to the extent of offering the consumers the scope
for an infinite choice that decides the future of the business.
The explosion of variety, the value and the quality of a product
and the online audience contribute a lot for ever-growing
long tail marketing that has become synonymous with a world
of abundance.
© 2007 IUP . All Rights Reserved
MARKET
DEVELOPMENT
Marketing
of Tier-2 Towns in India with Specific Reference to the IT
and ITES Industry
-- V V Ravi Kumar
The
exponential growth of the IT and ITES industry in recent years,
especially in the metros and tier-1 cities, has led to a situation
where the infrastructure in these places has become overstressed
and hence, companies are looking at tier-2 towns more closely.
These towns have a few ready-to-use advantages whereas in
a few areas, they have to catch up. This article looks at
both the strengths and weaknesses of tier-2 towns and analyzes
the steps to be taken by the state governments and local town
bodies to make them more attractive to the prospective investors
with specific reference to the IT and ITES industry.
© 2007 IUP . All Rights Reserved
RETAILING
Indian
Retail : New Face of India
-- Arpita Srivastava
India
in general and its retail business in particular have become
a destination for FDI. India has become one of the most lucrative
markets for international retailers. In fact, the scope offered
by its market cannot be compared with that of any other country
across the world. This article discusses the current trends
in retailing in India and highlights the opportunities and
challenges for the players in the near future.
© 2007 IUP . All Rights Reserved
CASE
STUDY
NIKE
: Evolution of Marketing Strategy
-- Arun Khan
The
case highlights the rise of Nike, its product development
theory, advertising and promotional techniques and its eventual
crisis. It concludes on the future prospects of Nike globally.
© 2004 The IKM. All rights Reserved.
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