Articles on Marketing

Services Marketing – Definition and Characteristics

Introduction The world economy nowadays is increasingly characterized as a service economy. This is primarily due to the increasing importance...

Introduction to E Commerce and Internet

We are living in the age of technological advances. Development in our society began to happen post the World Wars,...

Integrated Marketing Communications – Meaning and its Components

It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also...

International Retailing – Meaning and Important Concepts

International trade and commerce has existed for centuries and played a very important part in the World History. However International...

Introduction to Media – A Brief History

We often hear the term fourth estate being applied to the media. The term refers to the four pillars of...

Defining Marketing for the 21st Century

The 21st century has seen the advent of the new economy, thanks to the technology innovation and development. To understand...

Meaning and Scope of Marketing Research

According to American Marketing Association, “Marketing Research is the function that links the consumer, customer and public to the marketer...

Multi Level Marketing (Network Marketing) – Meaning and Important Concepts

Some consider being Salesmanship to be an inborn trait as is Leadership. Some consider Salesmanship to be an Art. Then...

Product Management – Key Function in Organizational Structure

Companies have to introduce new products every now and then to stay competitive. The development of new products and managing...

Introduction to Relationship Marketing – Meaning and Important Concepts

Ask any frequent flyer and a globe trotter, who enjoys flying with and always chooses his favorite airline as to...

Sales Management – An Overview

The art of meeting and exceeding the sales goals of an organization through effective planning, controlling, budgeting and leadership refers...

What is Social Media Marketing ? – Meaning and Important Concepts

We Humans are essentially social animals. Communication and interaction is vital for the Human society. People love to socialize and...

What is Strategic Brand Management?

The other day I over-heard a conversation generally referred as cooler moment. John was in conversation with Terry around lunch...

Strategic Management – Meaning and Important Concepts

Strategic Management – An Introduction Strategic Management is all about identification and description of the strategies that managers can carry...

What is Consumer Behaviour – Meaning, Concepts, PPT

Before understanding consumer behaviour let us first go through few more terminologies: Who is a Consumer? Any individual who purchases...

Customer Relationship Management – What is CRM ?

Every business unit emphasizes on spurting a long term relationship with customers to nurture its stability in today’s blooming market....

What is a Market – Definition and Different types of Markets

A set up where two or more parties engage in exchange of goods, services and information is called a market....

Understanding Retail – What is Retail ?

Before understanding the concept of retail, let us first go through few terminologies. Market – Any system or place where...

Advertising Management – Meaning and Important Concepts

Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media...

Brand Leadership – What Makes an Enduring Brand?

In the ever-evolving, ever-competitive world of global business, some brands glow white-hot for a short moment, others burn steady and...

Brand Management – Meaning and Important Concepts

Brand management is the process of developing, maintaining, and improving a business’ identity, reputation, and overall perception among its target...

Business to Business (B2B) Marketing – An Overview

What is “Business to Business Marketing” ? Let us first understand the meaning of Business. Any organization or firm actively...

Competency Management – Strategy, Purpose and Objectives

Competence Based Management is comparatively a modern method to find on the means by which firms achieve excellent performance and...

Consultative Selling – A Perspective

Consultative selling has been one of the most recent selling concepts that have evolved in the marketing field today. As...

Corporate Governance – An Overview

Corporate Governance as a practice has been gaining importance ever since the economic turmoil caused by the bursting of the...

Corporate Social Responsibility – Meaning, Need and its Evolution

The practice of CSR or Corporate Social Responsibility as a paradigm for firms and businesses to follow has evolved from...

How is Social Media Different from Other Media

Social Media Network and the different channels have caught on the fancy of young and adults alike and this phenomenon...

International Retailing – Features and Challenges

International Retailing and branding has been one of the sectors that is seeing exponential growth. With increase in standard of...

Key to Brand Leadership and Growth

For a long time, the marketing theories and principles of marketing experts like Phillip Kotler and others were the bible...

Limitations of Marketing Research

Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the...

Market Segmentation – Meaning, Basis and Types of Segmentation

What is Segmentation? Segmentation refers to a process of bifurcating or dividing a large unit into various small units which...

The Global Village: Media in the 21st Century

The legendary media theorist, Marshall McLuhan, coined the term “The Global Village” to indicate the mass production and the mass...

The Need for Product Management in Organizations

More often than not, organizations spend a fortune on marketing and product development separately. This is the case with many...

Origin of CRM

CRM originated in early 1970s when the business units had a manifestation that it would be advisable to become ‘customer...

Relationship Marketing Background and Theory

Introduction The world of business has altered a great deal in the last few decades or so, globalization and information...

Resource Based View – The VRIN Characteristics

Introduction The resource-based view (RBV) is a way of viewing the firm and in turn of approaching strategy. Fundamentally, this...

Sales Management Strategies

The art of meeting the sales targets effectively through meticulous planning and budgeting refers to sales management. Sales Management helps...

Services Marketing – Definition and its Importance

Stated simply, Services Marketing refers to the marketing of services as against tangible products. As already discussed, services are inherently...

Strategy – Definition and Features

The word “strategy” is derived from the Greek word “strategos”; stratus (meaning army) and “ago” (meaning leading/moving). Strategy is an...

Types of Retail Outlets

Retailing refers to a process where the retailer sells the goods directly to the end-user for his own consumption in...

Basic Understanding of E-Commerce

Simply put, E Commerce is ‘Using Electronic Platform for Business Transactions’. It is also called a ‘Virtual Market Place’. Every...

Understanding Brand – What is a Brand?

Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies...

What is a Corporation: Evolution, Features and Purpose

The corporation has been defined in many ways as interpreted by individuals; however lawyers and economists call it a nexus...

What is Multi Level Marketing?

Network marketing or Multi Level Marketing has caught on the fancy of people across the globe and as on date...

Adapting Marketing to the New Economy

Companies in 21st century have to adapt to ever changing environment. At present, companies represent a curious mix of old...

Business Marketing Vs Consumer Marketing

Business Marketing: Business Marketing refers to the sale of either products or services or both by one organization to other...

The Business Need for Corporate Social Responsibility

Corporate Social Responsibility or CSR makes for eminent business sense as well when one considers the knock-on effect that social...

Classification of Advertising

Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product...

Consultative Selling Process

Consultative selling has been the new buzz word doing rounds in marketing and sales circles. Lawyers and consultants have always...

Stages in Consumer Decision Making Process

An individual who purchases products and services from the market for his/her own personal consumption is called as consumer. To...

Creating Integrated Marketing Communication Plan

Integrated marketing communication integrates all aspects of marketing mix to promote products and services among the end-users at the right...

Customer Based Brand Equity

Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but...

Defining Value Proposition

Business and market realities of present times are forcing Organizations to re-think of their strategies as well as of their...

Advantages of E-Commerce

We are living in the Information Age. Internet has changed our lives and these changes are irreversible. Slowly every home...

Evolution of Relationship Marketing

Marketing Management has evolved to become a multi faceted and all embracing science over a period of time. Studies in...

Features of CRM

Customer Relationship Management is a strategy which is customized by an organization to manage and administrate its customers and vendors...

Functions of a Good Product Manager

Astute product management requires the product manager’s involvement at every phase of the product lifecycle. Starting with the initial conceptualization...

Implementing Integrated Marketing Communication Plan

Integrated marketing communication plan blends essential components of marketing mix to promote brands effectively among end-users. Integrated marketing communication plan...

Importance of Corporate Social Responsibility

Corporate social responsibility allows organizations to do their bit for the society, environment, customers or for that matter stake holders....

Definition of International Retailing

Ever since International Retailing started getting recognition in the industry, several academicians as well as Industry experts have tried to...

The Media and Ethics

The previous article in this series looked at how the media is an important pillar of democracy and how unless...

Brief History of Multi Level Marketing

Multi Level Marketing or Network Marketing as it is called world over happens to be a fast growing phenomenon. The...

Need for Market Segmentation – Why Market Segmentation?

A set-up where two or more parties (also called buyers and sellers) are engaged in transaction of goods and services...

Print Advertising – Newspapers, Magazines, Brochures and Fliers

Print advertising is a widely used form of advertising. These advertisements appear in newspapers or magazines and are sometimes included...

Resources, Competencies and Distinctive Capabilities

Resources The activities and processes of the organization utilize certain assets. These assets are called resources. These resources can be...

Retail Mechanism – How does retail work ?

Retailing is defined as the process of selling merchandise to the consumers for their end use in small quantities. The...

Sales Operation

Sales Operation refers to various activities which help in the timely achievement of sales targets for the successful functioning of...

The 7 P’s of Services Marketing

The first four elements in the services marketing mix are the same as those in the traditional marketing mix. However,...

Marketing Research: Step by Step Execution

The main purpose of marketing research is to lower the uncertainty and risk in marketing decision-making. To achieve this, several...

Components of a Strategy Statement

The strategy statement of a firm sets the firm’s long-term strategic direction and broad policy directions. It gives the firm...

Understanding Social Web from Marketing Viewpoint

If you sit back and look at the kind of traffic that is going through the Internet, you might be...

What is Good Corporate Governance ?

Corporate Governance is the art of directing and controlling the organization by balancing the needs of the various stakeholders. This...

Brand Name – Definition, Features and Considerations behind naming a Brand

Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another....

Brand Positioning Strategy

Brand knowledge comprises of brand awareness and brand image contribute to establishing of customer based brand equity. The process is...

Building Customer Satisfaction, Value and Retention

In this world of extreme competition, companies with a total focus on customer are going to be the winner. Companies...

Business-to-Business (B2B) Marketing Strategies

You’ve got your business up and running. There’s just a problem. You’re not bringing in enough money. This is a...

Role Play by Consultative Salesman

Whenever you attend any sales seminar or workshops, in all probabilities you get to hear about consultative approach to selling....

Cultural Factors affecting Consumer Behaviour

Consumer behaviour deals with the study of buying behaviour of consumers. Consumer behaviour helps us understand why and why not...

Data Collection in Marketing Research

Data Collection in Marketing Research is a detailed process in which a planned search for all relevant data is made...

Dynamic Capabilities and Competitive Advantage

Introduction The primary problem in the field of strategic management is to answer the question on how firms attain and...

E Commerce – Changing Business Trends

Business Managers of today are living in challenging times. Business targets had never been stiffer, work pressure and managing the...

Importance of Customer Relationship Management (CRM)

Customer Relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. Customer relationship...

Strategic Management: Importance of Vision and Mission Statements

One of the first things that any observer of management thought and practice asks is whether a particular organization has...

International Sourcing is the Backbone of International Retailing

In the current times International Retailing industry is largely characterised by international sourcing. Though one might argue that for centuries...

The management of relationships

Introduction An organization has to maintain healthy and fruitful relationships with not just with customers but also with external and...

Understanding Market Segmentation – Key Steps and Actions

Segmentation refers to the process of creating small segments within a broad market to select the right target market for...

The Marketing Power of a Strong Product Value Proposition

The modern business world is dynamic and fast changing, and today’s consumer is smart, informed, and savvy. With an abundance...

Gathering Information and Measuring Market Demand

In this dynamic market with the free flow of information and innovative marketing programs, needs and wants of consumers are...

Services Marketing – Moment of Truth

Every business knows that in order to thrive it needs to differentiate itself in the mind of the consumer. Price...

Why is MLM an Opportunity for Anyone and Everyone ?

Whether in an office environment, Corporate setup, at home, amidst friends, clubs or wherever you go, it is quite likely...

Consultative Selling: Pre-Sales Preparation

Selling is an Art. Not everyone can shine well as a Salesman. But for those who do train and groom...

Retail Pricing – Different Types of Pricing Models

The sale of goods from fixed points (malls, department stores, supermarkets and so on) to the consumer in small quantities...

The Role of the Government: Legislation and Regulation

The often discussed and much criticized role of the government in regulating the corporate has gained all the more importance...

Managing the Sales Cycle

What is a Sales Cycle ? Sales cycle refers to the various processes which help the products reach the end...

Social Factors affecting Consumer Behaviour

Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Social factors...

Social Responsibilities of Organization Towards Employees

What is an organization without its employees? Nothing. Employees are said to be the true assets of an organization. Even...

Understanding Group Behaviour on Social Web

Internet has given way to new means of communication and interaction between people situated across the globe, breaking down the...

The Value of a Product Manager for Companies

Product management is needed in companies that have several products and brands where the need for integrated management of the...

Brand Management: Brand Attributes

Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of...

Broadcast Advertising – Radio, Television and Internet

Generally speaking, broadcast advertising is radio, television, and Internet advertising. The commercials aired on radio and televisions are an essential...

Business to Business (B2B) Internet Marketing Strategies

Business to Business Marketing refers to transaction of goods and services between two or more organizations. Ways of Business to...

Choosing Brand Elements to Build Brand Equity

Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity....

Code of Conduct in Journalism

Need for a Code of Conduct In recent months, the media world has been hit with several scandals related to...

Components of a Successful Integrated Marketing Strategy

Integrated marketing strategy integrates relevant marketing tools to deliver similar message to a larger audience. Remember, an integrated marketing strategy...

Emergence of International Retailing

The growth of international retailing business has been a field of study by the academic researchers for the past four...

Importance of Integrated Marketing Communication

Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated Marketing communication helps in...

Importance of Relationship Marketing

The recent trend seen in the Organizations across the world is that they are faced with changing times and the...

Knowledge and Competence based Strategy

Competence based Strategy The core competence approach of strategy views the business in a particular way. For this approach business...

Approach to Learning about Social Web for Marketing Professionals

If internet has affected the lives of millions of people across the world and brought them together through social media...

Marketing Mix – Meaning and its Elements

Neil Borden in the year 1953 introduced the term Marketing mix, an extension of the work done by one of...

Designing Marketing Programs to Build Brand Equity

At core of building brand equity is marketing programs or strategies. Marketing activities can facilitate in increasing brand awareness as...

The Media and its Contributions to Social Movements

The previous articles in this module discussed how the media plays a prominent role in acting like a watchdog in...

The Morality and Accountability of Corporate Decisions

In our previous discussion we have come across the fact that it is hard to establish the accountability and responsibility...

Variations of Multi Level Marketing (MLM) Schemes

Network marketing has caught on the fancy of millions of people across the world. Amway, Tupperware, Avon, Nu skin, Herbal...

Outdoor Advertising – Billboards, Buses, Cabs, Subways and Walls

Outdoor advertising communicates the message to the general public through highway billboards, transit posters and so on. Outdoor advertising is...

Personal Factors affecting Consumer Behaviour

Consumer Behaviour helps us understand the buying tendencies and spending patterns of consumers. Not all individuals would prefer to buy...

Pre-Selling Process – Solution Presentation

Selling methods and process has undergone a lot of changes in the recent times. Gone are the days when a...

Product Management vs Brand Management

Often, people get confused with the concepts of brand management versus product management. They tend to think that both are...

Qualitative and Quantitative Research – Concept

As the names suggest quantitative research produces numerical data whereas qualitative research generates non numerical data. However, this is only...

Retail Merchandising

Merchandising Retail Merchandising refers to the various activities which contribute to the sale of products to the consumers for their...

What is a Sales Funnel and its Implications for Marketers

Introduction The sales funnel is a concept that is used to visually describe the sales process from initial leads to...

Scanning the Market Environment

Fad is short lived mushrooming of opportunity which is difficult to predict and forecast. Business profit from fad is pure...

Social Responsibilities of Organization Towards Customers

Let us go through some social responsibilities of an organization towards its customers. Treat your customers as kings and do...

Strategic Management Process – Meaning, its Steps and Components

The strategic management process means defining the organization’s strategy. It is also defined as the process by which managers make...

What, Why and How of E Business

For long Businesses and Organisations have been Customer oriented. They have moved from product and service mindset to Customer Satisfaction...

If Your Brand is Losing Out, Where Does the Problem Lie ?

We live in a world that is fast changing. What was relevant last year doesn’t hold ground this year. Changes...

Brand Positioning – Definition and Concept

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all...

Business to Business Marketing Mix

Organization A sells office files, notepads, and all sorts of office stationery to organization B, C and D. Organization A...

Customer Relationship Management (CRM) and Marketing

CRM leverages and amplifies customer base of an organization through efficacious and efficient marketing. In fact CRM has brought up...

Customers Expectations and Delight

Introduction In today’s ultra competitive business environment merely meeting customer expectations is not enough. In order to effectively differentiate themselves...

Environmental Scanning – Internal & External Analysis of Environment

Organizational environment consists of both external and internal factors. Environment must be scanned so as to determine development and forecasts...

Innovation and Product Management

Innovation is the name of the game as far as companies in the 21st century are concerned. To compete effectively...

Integrated Marketing Communication Tools

Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing,...

Knowledge Creation and Management

Introduction The concept of knowledge as the founding block for attaining competitive advantage has become quite prevalent in Management studies....

Maintaining and Measuring Service Quality

After having attained the desired service level, the next great challenge faced by service providers is to maintain service standards...

Integrating Marketing Communication to Build Brand Equity

Marketing programs play an important role in building up of brand equity. These marketing programs are related to product, price...

Different Modes of Market Entry for International Retailers

In any international business, the market conditions in the foreign market as well as the political, economic and social environments...

Motivating the Sales Team

Sales Professionals play a pivotal role in generating revenues for the organization. They are the ones who are responsible for...

The Nature of Relationships

Introduction Any relationship involves human element. A human interaction can greatly affect the business and its relationship with the customer....

Product Value Proposition and Business Process Re-engineering

Success of Business Managers and Marketing Managers depends largely upon short term goal of achieving targeted sales as well as...

Psychological Factors affecting Consumer Behaviour

Consumer Behaviour deals with the study of buying behaviour of consumers. Let us understand the effect of psychological factors on...

Relationship Marketing Using the Internet

Introduction With the advent of the internet and big data analysis, organizations have been able to use relationship marketing and...

Sales Skills for Consultative Selling

Consultative selling has gained global acceptance as the most effective sales process and has now been adopted by all industries...

The Significance and Impact of Corporate Behavior

The corporate behavior tends to have a direct or sometimes an indirect impact on the economic state of the countries...

Understanding Social Media Channels

As Marketing professional or a management professional, one needs to be in tune with the current trends, especially in terms...

Target Marketing – Meaning, Basis and its Need

It is not possible for a marketer to have similar strategies for product promotion amongst all individuals. Kids do not...

Types of Marketing Research and their Application

Research can be categorized either on the basis of technique (surveys, experiments, observation studies, etc) or on the basis of...

Is Multi Level Marketing (MLM) for You ?

Who doesn’t like the thought of having a few extra bucks on hand ?. Most of us try to think...

Brand Identity – Definition and Concept

Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It...

Business Marketing Models

There are primarily three models in business to business marketing: Business Model 1 – Traditional Local Small Business Model The...

Changing Media Landscapes and their Impact on Society

In previous articles, we have discussed how media affects society and effects changes in the way people think and act....

Analyzing Consumers Buying Behaviour

The core function of the marketing department is to understand and satisfy consumer need, wants and desire. Consumer behaviour captures...

Covert and Public Service Advertising

As evident from the word “covert”, this type of advertising aims to integrate the advertising with the non-promotional mediums. This...

Customer Relationship Management (CRM) and HR

Human Resources are those constituents of an organization that take care of the human facets and needs of all employees...

Cross Merchandising – Meaning and Concept

Retailing refers to the concept of selling merchandise in small quantities to the consumers for their end use. According to...

Adopting CSR Leads to Increased Business Efficiency

In case corporations need some convincing to be done to adopt CSR, the model proposed by Young and Tilley (2006)...

Factors Directing Corporate Behavior

The business landscape of the 21st century is littered with companies that have failed to keep abreast of the changing...

Market Research Focus Groups

Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour...

Categories of Fashion Retailing

In today’s world if internet and communication boundary has erased geographical boundaries, international retailing has brought the world market to...

Managing Customer Concerns – A Part of Selling Process

Consultative selling process is not easy to handle and can be quite lengthy too. However a good salesman never loses...

Misunderstandings about Customer Relationship Management (CRM)

Many companies have misconceptions about CRM in regard to assessing customer satisfaction in order to enhance business. There are several...

Objectives and Importance of Advertising

Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in...

Organizational Learning – Maintaining the Competetive Advantage

Introduction Organizational learning is the means by which organizations develop, enhance, and manage knowledge and standards within their functions and...

Product Management in IT Companies

In the IT (Information Technology) industry, it is often the case that the organizations find it difficult to synthesize and...

Relationship Marketing and CRM

Relationship Marketing is being spoken of as one key Business Philosophies of the progressive Organizations who are Customer Oriented or...

Role of Consumer Behaviour in Marketing

Consumer Behaviour refers to the study of buying tendencies of consumers. An individual who goes for shopping does not necessarily...

Roles and Responsibilities of a Sales Manager

A sales manager plays a key role in the success and failure of an organization. He/She is the one who...

Leveraging Secondary Brand Association to Build Brand Equity

There are various ways to create brand equity. Brand elements offer many alternatives style, logo unique selling proposition etc. Then...

Social Networks – A Key Element of the Social Web

Any Company marketing its products and services cannot afford to ignore or keep away from the Social Networks and Social...

Getting Ready to Start Your MLM Business

Being young and with a growing family means having a ‘Wish List’ that is quite long. You have your dreams...

Steps in Strategy Formulation Process

Strategy formulation refers to the process of choosing the most appropriate course of action for the realization of organizational goals...

Target Market Selection

Target market represents a group of individuals who have similar needs, perceptions and interests. They show inclination towards similar brands...

Value Proposition Lessons for Marketing Organizations

It is time to rewrite the marketing principles and rules. At the same time, it helps every Management and Marketing...

Visual Merchandising

The art of increasing the sale of products by effectively and sensibly displaying them at the retail outlet is called...

Managing Integrated Marketing Communication

Integrated marketing communication is an approach to promote products and services (brand promotion) where various modes of marketing are integrated...

Sources of Brand Identity

SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes that bring us closer and...

Analyzing Business Markets and Business Buying Behaviour

A market consists of two parts consumer market and business market. Companies manufacture products for consumer market but business market...

How is B2B Marketing Done ? – Process of Business to Business Marketing

Business marketing refers to the sale and purchase of goods and services between two businesses. Let us understand the complete...

The Changing Face of Services Marketing

Marketing of Services has emerged as an important sub discipline of marketing in its own right. It has evolved phenomenally...

Corporate Social Responsibility or Profits: The Debate

In recent years, CSR or Corporate Social Responsibility has become the latest buzzword among the companies. This refers to the...

The Corporatization of the Media

In the earlier decades of the 20th century, there was a clear distinction between the corporates and the media houses...

Mapping Customer Behaviour and Pattern is the starting point of E Marketing

Learning all about E Commerce and E Marketing is the pressing need of every student as well as every marketing...

Depth Interview

They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by...

E Commerce related Technologies

A layman using internet is overwhelmed by the sheer amount of information that he or she is able to access...

International Retailing Branding Strategies

Over the years, the retailers have adopted several unique strategies and ways of dealing with the challenges. We shall briefly...

Knowledge Management Strategy

Introduction Knowledge management is the recognition, optimization and effective handling of intellectual assets to build value, enhance productivity, and achieve...

Marketing Communications – Meaning and its Process

Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing and Promotion...

Marketing Strategy – Meaning and Its Importance

What is Marketing Strategy ? Marketing strategy is the comprehensive plan formulated particularly for achieving the marketing objectives of the...

Media as an Instrument of Control vs. Media as an Agent of Change

Media as an Instrument of Control In many countries, the media is used by the government as an instrument of...

Multi Level Marketing Process

For those who have been exploring ideas and avenues to build an alternate source of income and are ready to...

Organizations and Relationship Marketing

Traditionally with Organizations the customers belonged to and were the responsibility of the Marketing Department alone. Organizations probably had too...

Product Leadership through Operational Excellence

In the fast changing and highly competitive world, building brands and maintaining brand leadership calls for an uncanny ability to...

Product Management in the Indian IT Sector

The previous articles in this module discussed how product management differs from brand management and the way in which product...

Product Positioning Process – Steps in Product Positioning

The process of creating an image of a product in the minds of the consumers is called as positioning. Positioning...

Must Have Qualities of a Sales Professional

Sales Professionals are the face of an organization. They have the responsibility of making the brand popular and promoting the...

Retail Management – Meaning and its Need

What is Management? Management refers to the process of bringing people together on a common platform and make them work...

Role of Consumer Behaviour in Advertising

Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an...

Service Industry at Cross Roads

No one would have ever imagined fifty years ago that the service sector would become a major contributor to the...

Advertising on Social Networks

Marketing has always been relying on traditional print and visual media for advertising their products and services. The basis of...

What is Societal Marketing? Examples and Benefits

Societal Marketing is based on the principle of societal welfare. It emphasizes that an organization must make strategic marketing decisions...

Strategy Implementation and its Steps

Strategy implementation is the translation of chosen strategy into organizational action so as to achieve strategic goals and objectives. Strategy...

Developing a Brand Equity Measurement and Management System

Marketers have various tools at their disposal to build a strong consumer based brand equity. Through this tool, they have...

What is Brand Image? – Meaning and its Concept

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle...

Business to Business (B2B) Exchanges – Virtual Market on Internet

Ever since we stepped into internet world, we find a sea of change in the way people buy, communicate and...

Consultative Sales Approach to Customer Objections

Being a good Salesman does not come easily to everyone. Out of thousands who take up a career in sales,...

Corporate Governance and Financial Crisis

The ongoing financial crisis has proved that Corporate America and the Corporates in other countries around the world have exhibited...

Benefits, Challenges, and Future of Customer Relationship Management Software

The Benefits of CRM Solutions There are many benefits of CRM or Customer Relationship Management software. They include automation of...

Efficient Consumer Response (ECR) and Supply Chains

International Retailing industry though global originated and developed in Europe and US. Europe has been always been the harbinger of...

Green Washing, Corporate Spin and CSR

As for superficial attempts to practice CSR, the term “green washing” gives an instance of how the aims of CSR...

Brand Identity vs Brand Image

Brand Identity Brand Image 1 Brand identity develops from the source or the company. Brand image is perceived by...

The Internet and the marketing mix

Introduction The marketing mix refers to usage of the four Ps of marketing which are Product, Price, Place and Promotion....

Leadership in Service Industry

The past few decades has seen unprecedented growth of service industry. In fact we can today say that the service...

Leveraging Technology to Build Operational Excellence

Have you ever wondered as to what it is that makes the Market Leaders perform so well in the market...

Managing Pricing Negotiations in Consultative Selling

Consultative selling has become the norm of the day in almost all industries. Customers are having a field day. Today...

Difference between Market Segmentation, Targeting and Positioning

A market refers to a set up where two or more parties are involved in transaction of goods and services...

Measuring Sources of Brand Equity

For any marketers, it is of supreme importance to understand a consumer mind and also current level of brand knowledge...

Pre Sales Process in Multi Level Marketing

We are living in exciting times. For anyone and everyone, there are abundant opportunities to earn decent income and achieve...

Organizations and Types of Relationships

Organizations today live in highly dynamic environments. Essentially the existence and growth of the business is dependent upon several external...

Role of Family in Consumer Behaviour

No two individuals have same buying preferences. The buying tendencies of individuals vary as per their age, need, income, lifestyle,...

Service Product Management: An Oxymoron or a Reality?

Till now, we have considered how product management is done in companies that have different product lines and brands. Now,...

Strategy Formulation vs Strategy Implementation

Following are the main differences between Strategy Formulation and Strategy Implementation- Strategy Formulation Strategy Implementation Strategy Formulation includes planning and...

Technology Competence – Meaning and its Features

Introduction Technology is a term that is frequently used in the business world. It is a term habitually related to...

Different Types of Sales Professionals/People

A sales professional in a workplace is responsible for meeting the sales targets of the organization and maintaining relationship with...

Brand Building, Launch and Promotion on Social Web

Social Networks provide great opportunity for advertising as well as promoting the brands. The fact that you can present your...

Broadening the Corporate Governance Agenda: The Corporate Social Responsibility

In recent years, there has been an increasing emphasis on governing corporations according to social and environmental norms and ensuring...

B2B Exchanges Evolved Over Time

We are all familiar with the online buying on the internet. In fact with most people in developed countries, ordering...

Case Study

Individual cases are taken and a detailed study of each case is done. Advantages of Case Study Accurate data is...

Characteristics, Functions and Services of a Retailer

In the fast changing globalized and a technology-driven business world, Retail industry over last few decades has witnessed a sea...

Competition Strategy – Dealing with the Competition

Consumer and business markets have distinct characteristics by which they function. Earlier, importance was given mainly in understanding customer and...

Consumer Communication and Persuasion

Consumer communication and persuasion is an essential part of any Marketing Strategy. In fact, it is the starting point of...

Introduction to Corporate Communication: Need and its Importance

Why is Corporate Communication Needed? With the proliferation of activities that any company does, there needs to be a mechanism...

CRM (Customer Relationship Management) Software and Its Importance

CRM or Customer Relationship Management is a system that caters to the management of a firm’s interactions with past, present,...

Efficient Consumer Response Initiatives in 1990s

When one refers to International Retail business, the comparison is mainly referring to the European and US markets. ECR or...

How to Maintain Competitive Edge in Service Industry

In the present times, doing business has become an extremely competitive game. This is true not only for the product...

The Making of Brand Leaders

Every Management student and future Business Manager would do well to study and understand more about how certain Organizations build...

Measuring Outcomes of Brand Equity

There are two types of method employed to measure brand equity at source. These two methods are qualitative research methods...

Organization’s Vision and Global Strategy

The most important and widest degree of business objective is termed as the vision of the organization. This is a...

Positioning and Differentiating the Market Offering Through Product Life Cycle

Today’s markets represent the surplus market, with a wide range of product available for sell. Consumer has huge product offering...

Projective Techniques

Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of...

Prospecting and Selling in Multi Level Marketing Process

One of the best things about Network marketing or Multi Level Marketing is that there are no entry barriers for...

Classification of Retail Formats, Key Features, Advantages and Disadvantages

Retail Formats can be classified into the following categories: Store Based: Store based formats can be further classified into two...

Role of Communication in Sales Management

Sales Management refers to the art of achieving the sales targets within the stipulated time frame through effective budgeting and...

Role of Event Management in Corporate Communication

Event Managers or Corporate Communicators The question as to whether the corporate communications team in organizations has to take on...

The Role of Institutional Investors in Promoting Good Corporate Governance

We have discussed how corporate governance and the practice of ethical and normative business practices are essential for companies to...

Search – Starting Point of Understanding for E Marketing Exercise

As a Marketing professional you are too familiar with marketing research. In fact Organisations spend millions of dollars into market...

What is Status Consumption and Why it is Important for Marketers of Premium Goods ?

With the advent of globalization, marketers have had the opportunity to market to a global audience from many countries and...

Strategy Evaluation Process and its Significance

Strategy Evaluation is as significant as strategy formulation because it throws light on the efficiency and effectiveness of the comprehensive...

What are Successful Principles of Product Management

Companies that are responsible for the production and distribution of products have a lot on their plates. Every product has...

What is Customer Relationship ?

In CRM the alphabet ‘R’ means relationship. But there is always an ambiguity to understand the actual meaning of this...

Growth of B2B Exchanges

Decades ago the introduction of MRP and ERP system revolutionized the concept of manufacturing across all industries. All aspects of...

Importance of Sales Training for Success in Consultative Sales Process

Being a Sales or Marketing man is one thing and becoming a Sales Manager and managing a sales team is...

Marketing Mix Analysis for Entry of a Microwave Maker

Introduction This article is about how a multinational corporation is attempting to enter an emerging market like China or India...

Advertisement Planning on Social Web

Internet age and the social web is redefining marketing. Online marketing as well as online advertising and brand promotions are...

What is Brand Personality ?

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so...

Relationship Marketing – Company and Marketing Perspective

We are living in the high tech times. Technology and changing economy have changed the rules the way a business...

Consumer Behaviour – Meaning, Determinants and its Importance

Companies make investment in understanding consumer behaviour and implementing strategies, which will help them retain customers. Consumers can be categorized...

The Practice of CSR around the World

The last article dealt with how Corporate Social Responsibility (CSR) evolved from its early beginnings in the 1950’s to a...

Getting New Ideas for Product Development

New product development refers to introducing a new product and launching the same in the market keeping in minds customers’...

Modernization of International Retailing Industry

International Retail Industry’s evolution can be traced to the period around 1990s with the ECR – Efficient Consumer Response initiatives...

Leadership through Product Innovation

Product leadership and growth of the Organization goes hand in hand. Organizations employ certain chosen core value propositions with their...

Media Strategy in Advertising

Every work to be done needs a plan of action so that the work is done in a desired and...

Multi Level Marketing vs. Pyramid Selling

Amongst the different methods of direct selling, Multi Level Marketing occupies a prime place simply because of the fact that...

Need for a Uniform International Corporate Governance Code

With the globalization of the world economy starting in the 1970s, continuing through the 1980s and accelerating since the 1990s...

Understanding the Power of Feedback and Content on Social Network

Social Web is of the people, by the people and for the people. It is the freedom of expression and...

8 Stages of Product Development Process

Companies first find the target market than segment and then customers. After these companies go about developing products, which may...

A Comparative Analysis: Product versus Service Retailing; Wholesaling versus Retailing

Difference between Product and Service Retailing Products are tangible in nature, whereas services are intangible in nature. Hence, various aspects...

Relationship Marketing Sells

Marketing is a subject that draws a lot of students who find it most interesting and challenging. No doubt marketing...

Role of Attitude and Personality in Sales Management

The art of achieving the sales targets within the desired time frame through effective planning and budgeting refers to sales...

Role of the Media in Championing Corporate Social Responsibility (CSR)

The articles till now have focused on how corporations need to embrace CSR (Corporate Social Responsibility) as a business imperative....

Search Engines and SE Marketing

Internet is not something that is alien technology anymore. Every home and every individual has adapted to using internet for...

Some Perspectives on Software Products versus Software Services

The Difference between Services and Products The difference between services and products in software is that whereas the former involve...

Strategic Decisions – Definition and Characteristics

Strategic decisions are the decisions that are concerned with whole environment in which the firm operates, the entire resources and...

Survey Method

The Survey method is the technique of gathering data by asking questions to people who are thought to have desired...

Theories of Consumption & Consumer Behaviour: Social, Economic, and Cultural Perspectives

We live in a consumer society where the ownership of goods and consumption of services pervades every aspect of our...

Different Types of Customers

Customers play the most significant part in business. In fact the customer is the actual boss in a deal and...

What is Brand Awareness ?

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the...

Designing and Implementing Branding Strategies

Customer based brand equity is created when brand knowledge comprising of brand awareness and brand image are at highest level...

Corporate Philanthropy and Direct Marketing

What is Corporate Philanthropy? Corporate philanthropy is the act of donating money to social causes. In these times, when corporate...

Culture and Global Business

Introduction Culture involves the manner in which individuals imagine, sense and do. It changes from one country, industry and organization...

Designing Global Market Offerings

21st century world is presented as a flat world. It is not flat because earth is changing shape but because...

Electronic Relationship

Introduction The rise of the internet and electronic commerce has changed the way in which customer and company interact with...

Getting Ahead of the Race in Service Industry

Service industry today dominates the economic scene in all the countries. Over a period of few decades we have seen...

Identifying Market Segments and Selecting Target Markets

Market for product is big and diverse making it difficult for companies to be able to satisfy every customer. Companies...

Development of International Logistics and International Retail

Logistics services happen to be the backbone of Retail Operations. Traditional Logistics was referred to mean transportation services by road,...

Marketing New Products and Services

The success and failure of a newly introduced product certainly depends on how well it is marketed and promoted among...

Orientation of Customers

Orientation of customer means how the customer’s preferences are possessed or in what areas of business the customers are conscious....

Relevance of Mass Media to Society

The Fourth Estate Mass media perform a vital and a crucial role in society. They are called the Fourth Estate,...

The Role of the Independent Directors

With the explosion of scandals pertaining to corporates due to mismanagement and fraud in recent years, the regulators all over...

SEO and Search Engine Marketing Processes

If you are in the process of understanding and designing an E Marketing strategy for your business, understanding and learning...

Social Network Feedback Analysis

As a marketer, it doesn’t take one long to understand the high impact and the potential of the Social Media...

Benefits of Strategic Management

There are many benefits of strategic management and they include identification, prioritization, and exploration of opportunities. For instance, newer products,...

Techniques of Survey Method

There are mainly 4 methods by which we can collect data through the Survey Method Telephonic Interview Personal Interview Mail...

Tips for Successful Sales Professionals

Sales professionals play an essential role in the success or failure of an organization. Their key responsibility areas include promoting...

Understanding Human Behavior Helps Build Ideal Brand

Human behavior is very complex and varied. As many as there are people, there are differences in their thinking patterns....

Finding and Keeping Customers in Multi Level Marketing (MLM)

Multi Level Marketing is a very interesting concept which makes selling very easy. The fact that anyone and everyone can...

Social Media Impact on Consumer Behavior

What Average People Think of Social Media ? Average people think of social media as a leisure activity. They think...

Advertising Agencies – Meaning, its Role and Types of Agencies

“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape,...

Advocacy Groups and Corporate Social Responsibility (CSR)

We have seen how corporations need to embrace CSR as a paradigm if the challenges of the 21st century have...

What is Brand Loyalty and How to Develop It

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not...

Category Management

The mechanism of selling merchandise in small quantities from a fixed location directly to the individuals for their end use...

Cultural Levels and Business

Considering the business point of view, it is valuable to deliberate of culture as presented at four diverse levels namely...

Internal Relationships

Introduction An organization has to manage relationships across a broad spectrum of stakeholders. One of such stakeholders is the employees...

Merchandising in International Retailing – An Introduction

International Retailing is going places. With globalization and with E Commerce, the horizon of opportunities has expanded significantly. Efficiency and...

Introducing and Naming New Products and Brand Extension

For a given company, there can be variety of product and services under different brands. Brand-product matrix is used to...

Observation Method

The observation method involves human or mechanical observation of what people actually do or what events take place during a...

Practicing Socially Responsible Practices Internally

In previous articles, we have seen how companies need to adopt CSR as a business need and imperative. The role...

Setting the Product and Branding Strategy

Marketing strategy of a company revolves around 4Ps – Product, Price, Place and Promotion. Companies devise a strategy by mixing...

Understanding and Managing Product Life Cycle

It is crucial to understand the complete product life cycle before introducing a new product or service in the market....

Retail Marketing – Tips to Promote a Retail Brand

The mechanism of selling products in small quantities from fixed locations to the customers for their end use is called...

Search Data Helps Your Product and E-Marketing Strategy

Building an E Marketing plan for any business or product is quite engaging and challenging. What makes it more interesting...

Social and Economical Aspects of Advertising

“Every coin has two sides” Advertising is praised but also criticized by critics in their own ways. Advertising has many...

Social Media Channel and Tools

Social Media Channels contain thousands of websites, blogs, forums, videos and so on. Individuals have now begun to spend most...

Time Management and Planning in Sales Management

Sales management helps in the achievement of sales targets within defined deadlines through effective planning and budgeting. Through effective sales...

Is Automation Making Customer Service Better or Worse?

How Does Automation of the Customer Service Function Impact the Customers? Log into any customer service portal and, chances are...

Introduction to the Concept of Board of Directors

Any public limited or private company needs to have a board of directors constituted for the purpose of oversight and...

Brand Association – Meaning and its concepts

Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example-...

Driving Business Leadership through Customer Service

Though every Business or Organization wishes to be the market leader in its chosen niche segment, it doesn’t happen that...

Business Policy – Definition and Features; Difference between Policy and Strategy

Definition of Business Policy Business Policy defines the scope or spheres within which decisions can be taken by the subordinates...

Meaning and Significance of Corporate Crisis Management

What is Corporate Crisis Management ? We live in a world that is uncertain and unpredictable. Hence, our best-laid plans...

Customer Modeling – Meaning and its Different Aspects

Customer modeling is the process of predicting and forecasting behavioral aspects of customers’ future perspectives. The process includes identification of...

Driving Value Proposition through Operations Excellence

Leadership at the market place doesn’t come by easily. Organizations have got to work towards it by innovating their product...

E Commerce Challenges for International Retailers

Prior to 1990s, International Retail Industry was plagued by inefficient Supply chain as well as under Supplier control of products....

Examples of Companies with good Corporate Social Responsibility

In previous articles, we have discussed the pitfalls of companies not managing their CSR strategies appropriately resulting in poor press...

External Relationships

Introduction An organization is concerned with maintaining a healthy relationship with suppliers and customer, with whom they interact daily. However,...

The internet micro environment

Introduction The environment under which organization functions determines how it will conduct its business. Organizations have to constantly monitor and...

Managing Brands Over Time

The markets in which companies operate are highly dynamic in nature. There is constant evolution in products, introduction of new...

Product Managers Role at Each Stage of Product Life Cycle

In the dynamic world of product management, understanding the nuances of the Product Life Cycle is not just rewarding but...

The Role and Duties of the Board of Directors

Any public limited or a private company needs to have a board of directors which would ratify the management decisions...

Role of Advertising in Retail

Promoting a brand is more important than opening a store. It is essential to create brand awareness for the customers...

Secondary Data – Meaning, its Advantages and Disadvantages

Secondary data is the data that have been already collected by and readily available from other sources. Such data are...

Social Media Channels – Categorization

When one looks at the various social media channels and the traffic that flows through the various networks, you will...

Strategies for Longer Term Transformation of Print Media and Short Term Viability

Why the Future of Print Media is good There are many experts who have been claiming that the age of...

Steps in Advertising Process

“Mass demand has been created almost entirely through the development of Advertising” Calvin Coolidge in the New York Public Library....

After Sales Service/Customer Service

Customers are the assets of every business. Sales professionals must try their level best to satisfy customers for them to...

BCG Matrix – Meaning and its Limitations

Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA. It...

What is Brand Promise? – Mistakes to Avoid While Building it

Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are...

Country of Origin Effects on Marketing

What is a County of Origin Effect? COO or Country of Origin Effect refers to the practice of marketers and...

Customer Profiling

For a developing business it is very important to understand who are the best customers, how to find more customers...

Designing and Managing Services

The art of brand building is through creating strong brand image and brand awareness with customer. However, the brand building...

Factors Involved While Deciding New Product or Service

Introducing a new product in the market requires meticulous planning and relevant ideas put together after several rounds of discussions...

International Retailing and Retail Logistics Challenges

International Retailing is seeing exciting times. With globalisation and availability of new market opportunities, we see a lot of aggression...

The internet macro-environment

Introduction An organization is often influenced by the environment they work under. There are several factors which influence such as...

Managing Brands over Geographic Boundaries and Market Segments

In current times every company is wanting to be a global player, some companies this out of compulsion, for some...

Relationship Networks – Customer and Supplier Networks

Selling and Marketing is no longer the same what it used to be few decades ago. Traditional methods of sales...

Newsletters, Press Releases, and Writing for the Press

Press Releases and their Importance The previous articles discussed the various aspects of media and the role of media in...

Regression Scoring – Meaning, its Process and Types of Scoring

Regression scoring is one of the difficult but more precise and faithful marketing technique as compared to profiling and modeling....

Retail Store Operations

Store Atmosphere The store must offer a positive ambience to the customers for them to enjoy their shopping and leave...

Using Social Media Channels with Multiple Business Objectives

Social Media Marketing is the latest game in marketing. Whether you have a product or a service to market, you...

Sources of Data

Sources of Primary Data The sources of generating primary data are: Observation Method Survey Method Experimental Method Experimental Method There...

Steps in Building a Brand Name Product or Service

At times, organizations are often inspired by a variety of ideas to create products and services which can be offered...

Strategies of Brand Leaders

Building successful business and achieving as well as sustaining product leadership calls for a smart strategy combined with discipline to...

SWOT Analysis – Definition, Advantages and Limitations

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. By definition, Strengths (S) and Weaknesses (W) are considered to...

13 Most Common Advertising Techniques Used by the Advertisers

Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market...

The Relationship between the Board of Directors and the Management

The relationship between the board of directors and the management cannot be described as just being that of a relationship...

The Bhopal Disaster and its Aftermath as a Case Study in Misapplication of CSR

The previous articles in this module have discussed how Corporate Social Responsibility (CSR) as a business imperative is no longer...

Customer Relationship Management – Meaning, Need and Steps in CRM

In an organization, sales representatives have the responsibility of creating brand awareness and making products popular among the end users....

Developing Price Strategies and Programs

Marketing mix for companies comprises of 4 Ps Product, Price, Place and Promotion. Price is directly related to bottom-line of...

International Retailing Buying Process – Overview

The job of a Merchandiser in International Retail Company is one of the most challenging and rewarding career options for...

Internet Marketing Strategy

Introduction The internet is considered as a channel partner. Hence online marketing is to be considered as a channel marketing...

Leaders Do Things Differently

ATT Universal Card Services entered the credit card market at a time when the market was mature and there were...

Relationship Marketing – Leveraging on Supplier Relationships

Business today has become customer centric. Organizations are investing heavily into getting to know and building a relationship with the...

The Need to Keep Journalism Free from Paid Public Relations

The Media is an Extension of Big Business Now In recent years, the concept of paid news and advertorials that...

New Product Pricing

Pricing is an important parameter; organizations need to take care of while launching a new product or service in the...

Quality of Relationship with Customers

Satisfying customer needs ensures the business survival for an organization. A periodical check is required to enhance the quality of...

An Overview of Relationship Management and Why it is Important for Corporates

Introduction: Why is Relationship Management Important? If you are working and have a bank account, chances are that you would...

Store Design and Layout – Different Floor Plans and Layouts

Opening a retail store is no joke and requires meticulous planning and detailed knowledge. Location Make sure your store is...

SWOT Analysis of Google

Download PPT for Complete Course on SWOT Analysis Total Slides: 130 Introduction Google is probably the world’s best-known company for...

Advertising Budget and Factors Affecting it

“Money does matter a lot.” Advertising Budget is the amount of money which can be or has to be spent...

What is Big Data and its Importance to Businesses as a Game Changer

What is Big Data? If marketers had all the data about consumers that they can then use to predict consumer...

What is Brand Equity and How to Measure it

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as...

Understanding Social Media Holds Key to Building Online Reputation

Difference between Traditional Advertising and Online Advertising on Social Media When it comes to Advertising in traditional media, the advertisers...

Building Strong Brand Equity

Strategic brand management’s goal is to develop strong consumer based brand equity. To reach these goal companies have to design...

The Practice of Corporate Governance is as Important as Social Responsibility

In previous articles, we have seen how CSR is practiced by companies and how the present times with their myriad...

Corporate Governance and Expectations from the Management

The field of corporate governance exists in a symbiotic relationship between the management and the board of directors. It is...

Distribution Channels – Meaning and Their Significance

Various marketing intermediaries are used in transferring the products from the hands of producers to the final consumers or industrial...

International Retail – Buying Structures

Procurement being one of the important functions of International Retailing industry, the Companies rely heavily upon their procurement strategies to...

Need of Relationship with Customers

Building relationship with customers in current market trends is the most important aspect that an organization should focus on. Distinction...

Organizational Building Blocks for Product Leadership

Talking about product leadership in the market and understanding all about the organizations that have achieved such leadership can be...

Paid Or Organic Search ?

Most Business Organisations both big and small have realised the necessity of having a presence on the internet. Many Organisations...

Relationship Marketing with Business Associates and Partners

Business dynamics have forced the Organizations to recognize Customer as the most important factor responsible for its own existence and...

The Responsibilities of the Shareholders

Any public limited or private limited company has shareholders who contribute capital towards the setting up and running of the...

Signage – Meaning and its Role in Retail Industry

What is a Signage? Any visual representation which gives information to the customers about a store, any office, building, street,...

SWOT Analysis of Starbucks

Starbucks is a globally recognized coffee and beverages brand that has rapidly made strides into all major markets of the...

Why the Newspaper Industry is Booming in India ?

The Reasons for the Contrasting Fortunes of Newspapers in the West and in India While the newspaper industry is failing...

How Do Flash Sales Work?

Flash sales have become extremely popular these days. There are several websites which are dedicated to providing flash sale opportunities...

Advertising Campaigns – Meaning and its Process

Advertising campaigns are the groups of advertising messages which are similar in nature. They share same messages and themes placed...

Big Data and the Power to Predict

Is Big Data a Magic? We often hear the term Big Data being used to describe how online retailers as...

Blogging as Marketing Communication Channel

There is so much happening on the Social Network Marketing scene that Companies now have no option or choice but...

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined...

Challenges in New Product Development

Product development refers to the entire process of conceptualizing ideas, designing, developing and eventually introducing a new product or service...

Changing Times Need Changing Approach towards CSR

The world is changing before our eyes and whether one actively participates in that or is a bystander, the changes...

Merchandiser in International Retailing as a Career Option

International Retailing industry is a every green industry that will keep growing and evolving with time. Merchandizing is one of...

It is the People Who Contribute to Operational Excellence

Establishing leadership whether in a product market or a services market is not easy, especially in the fast changing world...

Relationship Management and Green Marketing

The world attention once again has turned to Durban where the countries are meeting to try and resolve the crises...

Role of Coupons in Retail Marketing

What is Retailing? The sale of products to the customers from a fixed location (malls, department stores, super markets and...

Various Forms of Shareholders Ownership

The previous articles discussed how shareholders play an important role in promoting good corporate governance. This article looks at the...

SWOT Analysis of Blackberry

Introduction Blackberry, which was the pioneer in mobile-based technologies with its best selling original Smartphones, has been in the news...

Designing and Managing Value Networks and Marketing Channels

A normal way of functioning for a company is to procure raw materials, use its expertise in creating the product...

What are Micro Blogs ? – All about Micro Blogs

You must have heard it from one and all that no Company has a choice when it comes to being...

Post Product Launch

Successful product launch does not end with merely introducing the new product in the market and then forgetting about it....

Models of Advertising Scheduling

Scheduling directly refers to the patterns of time in which the advertisement is going to run. It helps fixing up...

Attitude Scales – Rating Scales to measure data

Scaling Techniques for Measuring Data Gathered from Respondents The term scaling is applied to the attempts to measure the attitude...

Brand Extension – Meaning, Advantages and Disadvantages

Brand Extension is the use of an established brand name in new product categories. This new category to which the...

Breaking News: A Case Study of the Indian Media Industry

Historical Evolution of the Indian News Media By most accounts, the Indian Media Industry is one of the world’s most...

CSR and Corporate Governance: Two Sides of the Same Coin

In previous articles, we discussed how effective corporate governance is essential for a well functioning economy and how the practice...

Customer Expectation as Key Driver to Online Marketing Business

Internet is changing the customer’s expectations as well as behaviour. Understanding the customer behaviour pattern holds the key to successful...

Customer Relationship with Supplier

For a positive growth of business all customers have to depend, directly or indirectly, on good and reliable suppliers. Apart...

Factors Affecting Buying Decision of the Customers at the Store

There are several factors which affect the buying decision of the customers. Let us go through them one by one:...

Industrial Advertising – Business to Business Advertising

The most popular terminology used for industrial advertising is Business to Business advertising. This type of advertising generally includes a...

Modern Retail Store Design – A Perspective

When you think of any Retail Store, instantly you recall the layout and your experience connected with the store. We...

What are Offshore Tax Havens and their Uses and Misuses ?

What are Offshore Tax Havens ? In recent years, there has been a lot of media interest in Offshore Tax...

Steps in Preparing Personal SWOT Analysis

What to do when listing Strengths and Weaknesses A personal SWOT Analysis is needed to understand where one stands with...

Product Leadership and Organizations

Any management student will certainly be interested in knowing what it is that makes organizations like Apple, Sony, Microsoft Google...

Questionnaire Design – Guidelines on how to design a good questionnaire

A good questionnaire should not be too lengthy. Simple English should be used and the question shouldn’t be difficult to...

Managing Retailing, Wholesaling and Market Logistics

Companies are looking forward to moving away from the conventional supply chain and moving towards value network. In a value...

A Comparison between Shareholder Ownership and Control

In previous articles, we discussed the roles and responsibilities of the shareholders. In this article, we look at the distinction...

Social Media and Quantitative Tools

Social Media Marketing has rewritten the marketing methods and theories like never before. Technology has enabled online marketing. When we...

Getting To Know the Technicalities of Online Business

Getting to know all about E Marketing and how business is transacted online is important for every student of business...

Why Do Brands Have Extensions?

As the business environment is changing, the profile of the organizations as well as the way of conducting business is...

Cost/Price Sensitivity of Customers

Price sensitivity can be defined as the consciousness of the customers to cost windows or range within which they make...

CRM as Relationship Marketing Tool

In the so called Modern times, we happen to be living in a fast paced high tech society. Use of...

Establishing Business Goals and Measurement is Necessary Before Embarking on E Marketing Implementation

Setting up a web page and promoting online business has become a necessity for all business organisations, irrespective of the...

Statistical Tools and their Usage – Factor Analysis

Factor Analysis is a data reduction technique. Given a large number of attributes, factor analysis identifies a few underlying dimensions...

Managing High Performance Teams to Gain Product Leadership

Take a look at organizations that are considered to be product leaders in their respective fields like Intel, Google, Microsoft,...

Internal Relationship Marketing

As the world has moved towards globalization, businesses and Organisations have had to keep pace with the external environment. We...

Managing Integrated Marketing Communications

Companies need to develop strategies to improve brand image and brand awareness. The important aspect of spreading brand awareness and...

Principle of Serviceability in Retail Store Design

People love shopping at International Retail Malls and Stores. Weekends are often spent with family and friends shopping and spending...

Use of Quantitative Tools in Social Media Channels

E Commerce, online brand building and marketing using Social Media Channels is one of the most modern developments in Sales...

Should Long Term Shareholders Have Double Voting Rights ?

The long term success of a company depends on the decisions made by its management. The appointment of management is...

SWOT Analysis of Amazon

Introduction Amazon is the world’s leading online retailer and its success has spurred other physical, brick, and mortar retailers to...

Tips to be a Successful Retailer

Opening a retail store is no joke. It demands dedication, detailed study and meticulous planning. An individual must do his...

Ethics in Advertising

Ethics means a set of moral principles which govern a person’s behavior or how the activity is conducted. And advertising...

Bargaining Power of Customers

One of the essential requirements in today’s business scenario is to realize and evaluate the bargaining power of customers. The...

Brand Extension – A Success or Failure ?

Brand management has become quite a challenge for brand managers as well as the Organizations today. Intense competition and the...

Catch Them Young and Watch Them Grow: CSR Initiatives in Primary and Secondary Education

CSR Initiatives in Primary and Secondary Education CSR or Corporate Social Responsibility initiatives can extend to the realm of primary...

E Commerce and Retail Business Strategies

E Commerce is growing day by day in both B2B and B2C context. Retailing industry including Fashion Retail and Grocery...

Managing People and Creativity in Product Leader Organizations

Organizations that are product leaders do things differently. Be it the way they market the product, the way they build...

Online Sales Promotions and Advertising Methods

Sales Promotion and Advertising is one of the major activities of any Marketing Function in any business. Sales promotion and...

Usage of Quantitative Tools in Social Content

Social Media as a platform for marketing provides for continuous innovation, thanks to the evolving technology. No other medium gives...

Relationship Marketing in Practice

There is a realisation and understanding that Customer Retention is beneficial and rewarding than the efforts required in finding a...

Roles and Responsibilities of a Store Manager

Retail Store A fixed set up or location offering merchandise in small quantities to the consumers for their end-use is...

SWOT Analysis of IKEA

Introduction This article analyzes the strategy of the world’s leading furniture retailer, IKEA using the SWOT Methodology. The company was...

4 Tools of Promotion

The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a...

Measuring Advertising Effectiveness

“When a child writes the examination papers, he has to see the result come what it may be, so that...

Book Building Process – How Are Prices of Shares Decided in an IPO ?

Companies all over the world use either fixed pricing or book building as a mechanism to price their shares. Over...

If We Do Not Change Direction, We Will End Up in the Same Place that the Crisis is Taking Us

Confronting a No-Growth Economy The main problem facing the global economy is that growth has stalled and excessive money printing...

Co-branding – Meaning, Types and Advantages and Disadvantages

What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient...

Conjoint Analysis – Meaning, Usage and its Limitations

Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a...

Customer Relationship Measurement – Meaning, its need and importance

Customers are the most important part of business. There cannot be any business without them. Only satisfied customers will be...

E Commerce Trends

If internet has had far reaching impact on all walks of life, E trade has had similar impact on all...

Management Practices in Product Leader Organizations

Organizations that have become synonymous with product leadership and innovation have not reached such a position by chance. Rather it...

Managing the Sales Force

The face of any organization is the sales force. Companies spend a considerable amount of time and money on sales...

Market Research and CRM

One of the best applications of Market research is in the area of customer relationship management. It helps an organization...

What is Mystery Shopping? – A Tool For Retail Optimization

Mystery Shopping is a fascinating method of gauging customer experience where individuals are recruited to portray actual customers that shop...

The Need for Effective Organizational Policies on Social Media and Personal Devices

The Need for Effective Social Media and Smartphone Policies In these times, when Social Media usage and Smartphone ownership is...

Relationship Management is not a Marketing Strategy Alone

Customer Relationship management is a two way interaction. The Organisation has got to devise ways and means to reach out...

Retail Company Positioning Strategy in E Trading Environment

E commerce is fast growing to be an important channel of sales for Retail Companies. Though the volumes of online...

SWOT Analysis of Nike

Strengths The biggest strength of Nike is that it is an extremely competitive organization with its approach of “Just Do...

United Nations Global Compact and its Implications for CSR Practice by Corporates

What is the United Nations Global Compact ? The United Nations Global Compact is a set of principles that encourage...

What are Retail Mannequins? – Driving Sales in the Retail Industry

Visual Merchandising plays an important role in increasing the sales of any retail store. The presentation and display of the...

Advertising Myths – Ifs and Buts of the Advertising Industry

Advertising is considered as the best tool to make people aware of the product a company wants to sell. This...

What is Brand Value ?

Branding has emerged as a corporate strategy in the recent times. All business organizations in all sectors have embraced the...

Corporate Governance in the West and the Rest of the World

The previous articles discussed how good corporate governance is imperative to the existence of a structured and functioning economy. In...

eCommerce Industry in India

Indian eCommerce Party Continues Anyone who opens the newspaper or browses the internet these days cannot but escape the full...

E Marketing and Customer Relationship Management – Two sides of the same coin

Whenever one talks of E marketing strategy or plan, they normally include online selling, online promotions and advertising. However this...

Stages in Market Research Process

The market research process involves a round of separate stages of data interpretation, organization and collection. These stages could be...

Reputation Management in the Age of 24/7 Media and Viral Social Media Transmissions

The Media Deluge and the Cacophony of Crowds calls for Reputation Management We live in times when hundreds and even...

SWOT Analysis of Microsoft

Introduction The recent announcement of the change of leadership at the helm of Microsoft has sparked speculation about possible strategic...

United Nations Millennium Development Goals and their Implications for Corporates

What are the United Nations Millennium Development Goals? The United Nations (UN) Millennium Development goals (MDGs) are a set of...

Planograms – Meaning, its Need and Types of Product Placements

How do you think buildings are constructed? With the help of architectural drawings. An architectural drawing creates a rough print...

What is Auditing, Its Types, Purposes, and Some Current Issues

What is Auditing? Auditing is the process of assessment and ascertaining of financial, operational, and strategic goals and processes in...

Statistical Tools and their Usage – Regression Analysis

Regression analysis can be used to find out the relation between a set of variables statistically. This is done by...

The Art of Strategic Marketing: Market Learning, Sensing, and Intuiting

Market Learning The first step in strategic marketing is to learn from the market about the changing consumer preferences and...

The future of relationship marketing

Introduction Relationship marketing is a modern concept. This concept focuses on developing, maintaining and retaining long term relationship with customers...

Future of Advertising – Change or Die

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying...

Brand Value Measurement – Models for Calculating Brand Value

Brands have a certain value in the market as well as in the balance sheets of the organization that owns...

Customer Intimacy: A hidden force to be reckoned with for market success

Beyond Customer Service: The Rise of Deep Business Partnerships There is no doubt that leading products and services with competitive...

Desk Research – Methodology and Techniques

As depicted by name Desk Research is the research technique which is mainly acquired by sitting at a desk. Desk...

E Business Transitions – Migrating to E Business

Migrating to E Business has become inevitable. All business Organisations have recognised this fact. It has been understood that E...

International Retailing and Technology

International Retail and Fashion has come of age. We can trace the evolution of the industry from early 1990s where...

Inventory Management in Retail Industry – Need and Important Terminologies

What is Inventory Management? Inventory refers to the goods stocked for future use. Every retail chain has its own warehouse...

Need for Auditors, Certifiers, and Consultants to be Ethical and Manage Conflicts of Interest

How Corporates and Auditors, Certifiers, and Consultants Partner with Each Other In the corporate world, companies have relationships with a...

News Based Advertising: Ethical or Not!

Maybe you read the article that was shared on Facebook that said “10 best places to visit this summer” and...

Introduction to Online Advertising Models

If you are an advertiser and would want to know how to go about budgeting your outlay for paid inclusion,...

The Power and Perils of Influencers in a Social Media Driven World

What Makes Influencers So Powerful in our Social Media Driven World? We live in a world where social media has...

Unethical Practices and Sweatshops in Developing Countries

The Phenomenon of Sweatshops The global marketplace is driven by intense price competition as well as quality considerations. This means...

SWOT Analysis of China Mobile

Introduction China Mobile is a Chinese Telecom major that has been in the news in recent years because of its...

Concept Testing

Concept testing is the process of testing new or hypothetical products or services before they are launched. The testing is...

Brand Categories

Every marketing management student would have heard the story about origin of branding, that it was initially used to identify...

Customer-oriented Leadership: From being a Service Provider to Strategic Partner

Customer relationships have changed In the past few decades, we have seen a remarkable transformation in how companies interact with...

Evolution of Retail: Indian Context

With revolutionary changes taking place in the worldwide economy and the growing importance of 24/7 operation of the business, the...

Facebook as a Digital Marketing Tool

Introduction Digital Marketing entails marketing of goods and services using digital technologies and digital mediums. In this context, it would...

Field Research – Definition and its Important Sources

Field Research deals with creation and collection of actual and authentic information by field of operation in any organization. The...

Marketing Career Option – Brand Management

Sales and Marketing career is highly rewarding both in terms of rewards as well as knowledge and experience. There are...

Retail Fashion Industry and Youth

Realising the fact that urbanisation and exposure to visual media has provided more exposure to the kids, retailers have stepped...

Should Asian Firms Adopt American Corporate Governance Frameworks ?

Need for Global Governance Frameworks The key aspect to note about how global corporate governance has evolved to the point...

Introduction to Social Media Analytics

Social media strategy is key when it comes to reaching your audience and spreading the word about your business. But...

Ad Spending: A Primer

The advertising budget is a residual expense. This means that every additional dollar that is spent on advertising comes straight...

Adapting E Business Model – It is Time to make that Paradigm Shift

Business Managers now a days are going back to the business schools to un-learn some of the lessons they had...

The Argument for Sweatshops

The term “sweatshops” has been used a lot by the American media or the media in developed nations at large....

Brand Health Survey

A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of...

Building Products and Services around Customers Business

A study of organizations that are the leaders in their particular sphere of business helps business management students learn and...

Competitor Analysis – Meaning, Objectives and Significance

Organizations must operate within a competitive industry environment. They do not exist in vacuum. Analyzing organization’s competitors helps an organization...

Data Analysis and Compilation

After gathering the information from desk and field research the raw data must be compiled so that the taxonomic analysis...

Do Brands Happen or are they Made ?

Are brands built or do they just happen over a period of time?. Well, this is a difficult question to...

Solution Based Approach for Profits and Revenue

Sustaining success in business is a big challenge for organizations. In order to continue to be successful and sustain leadership...

Importance of Market Research to Organizations in an Age of Unpredictability

Market Research in the Age of Unpredictability We are living in an age of unpredictability. With sales forecasts and marketing...

Increase Knowledge Base with E Business Model

E business model implementation brings with it several key results and benefits. First and foremost a successful implementation should meet...

Why Managers need to Wake up to the Century of Declines and Scarcity

From the Era of Abundance to the Era of Scarcity The era of abundance is over and we are entering...

Push and Pull Marketing in Context of Online, Mobile, and Big Data Business Models

Marketing is usually taken to be the entire gamut of activities that span customer acquisition, retention, and customer prospecting. In...

Retail Fashion Advertising for Youth

The new age youth comprise a major chunk of potential market for the international fashion retailers and hence they tend...

Role of User-Generated Content in Social Media Strategies

When it comes to social media strategy, user-generated content is one of the most impactful techniques you can use to...

The Rise of Digital Lynch Mobs and What They Mean for Businesses in Our 24/7 World

What are Digital Lynch Mobs, the Harm They Can Do, and Their Impact on Businesses Among the many manifestations of...

Social and Economic Significance of Retailing

The retailer acts as a link between the customer and the marketer, who is responsible for selling the ultimate products...

What is Competitive Advantage in the Field of Strategic Management?

What is Competitive Advantage? It is a truism that strategic management is all about gaining and maintaining competitive advantage. The...

Effective Corporate Governance Has to be Practiced at all Levels of the Organization

Some Recent Scandals Involving Corporate Governance The recent months have seen a spate of scandals involving corporates pertaining to corporate...

E Learning Curve

If you scan the developments in the business world that have taken place in the last fifty years or so,...

Food Retailing: Indian Perspective

Food Retailing in India is witnessing a progressive change with the emergence of the hypermarkets/supermarkets and rapid expansion of organized...

Human, Social, and Intellectual Capital as a Means of Competitive Advantage

Introduction: Why Should Firms and Nations Invest in Human, Social, and Intellectual Capital We often hear economists and management experts...

International Retail Fashion and Ethics

One of the positive effects of the rapid globalization is the increasing awareness amongst people and society about ethical and...

It’s Not Just the Data that is collected that Counts, but, the Quality of the Data as well

In God We Trust, Rest Have to Bring Data: The Importance of Data Collection All entities collect data for various...

Key Metrics for Evaluating Social Media Performance

Measuring the success of social media efforts goes beyond counting likes or shares. To truly understand the impact of your...

How Inclusive Development by Engaging All Stakeholders is Essential for CSR

Resistance to Global Corporations and their activities In recent years, global corporations have realized that their activities across the developing...

Report Preparation – Characteristics of a Good Report

The market research is normally outsourced to third party agencies by organizations and in turn they create a professional report...

What do Brands Do?

As a Marketing student, you might wonder if brand building means advertising or that brand building is achieved through advertisements...

Why Corporate Governance Must Change with the Times

Corporate Governance under Fire It would be an understatement to say that corporate governance in recent years has been in...

Live for Your Customer

Take the case of any organization that is considered to be a global leader or a product leader and you...

Changing World of Marketing and Increased Demands on Marketers

Traditional Marketing The world of marketing is literally changing by the minute as marketing is no longer confined to traditional...

The Ethics of Surge Pricing and other Profit Driven Business Strategies by Aggregators

Most of us who live in urban areas and have used the app-based ride-hailing cabs such as Ola and Uber...

The Fortune at the Bottom of the Pyramid: The Business Opportunity Description

What is the Bottom of the Pyramid and its Implications for Marketers Marketers around the world are discovering that there...

How Generational Differences can explain the Corporate Governance Issues in Infosys

The Genesis and the Root Cause of the Problems Faced by Infosys In 2019, the venerable IT (Information Technology) firm...

Marketing Model based on Customer Value Creation through Market Sensing and Learning

Introduction We are living in revolutionary times where the outdated and outmoded thinking about economics, business and virtually every sphere...

Porters Five Forces Model of Competition

Michael Porter (Harvard Business School Management Researcher) designed various vital frameworks for developing an organization’s strategy. One of the most...

International Retail Store Design Principles – The Principle of Totality

Modern day Retail Stores have come a long way from the traditional mom and pop shops as well as Departmental...

Leveraging Influencer Partnerships in Social Media Marketing

Love them or hate them, there’s no denying the impact that influencers have on consumers purchasing decisions. Heard about influencer...

What is the Efficient Market Hypothesis and How it Works and Doesn’t Work in Practice

Are Markets Really Efficient in Delivering Optimal Outcomes for All Stakeholders? Are Free Markets really “free” in the real world?...

Brand Management Challenges in Changing Times

Last few decades have changed our world beyond recognition. There has been unprecedented progress in all spheres of life. Technology...

Challenges to the Retail Sector (As per Michael Porter s Five Forces Model)

Michael Porter’s Five Forces Model helps in the determination of the industry attractiveness and in analyzing the prospects of growth...

Importance of Whistleblowers in Contemporary Times and How to Deal with Them

Whistleblowers and Whistle Blowing in Contemporary Times We often hear the terms, whistleblowers, and the practice of whistleblowing mentioned in...

Stockholder Management vs. Stakeholder Management

The Dominant View: The Business of Business is Profits Ever since the modern corporation took shape in the form that...

Strategic CRM – Mainitain Long Term Relationship with Customers

The aim of strategic CRM is to concentrate and enhance the knowledge about customers and use this knowledge to improve...

What are Ubiquitous Marketing and Black Ops Advertising and Their Impact

What are Ubiquitous Marketing and Black Ops Advertising In this age of Smartphones and Internet, it is hard not to...

Why Data is the New Holy Grail for Contemporary Marketers

What happens to the Data we Leave Online All of us who exist online and on social media websites as...

Blue Ocean Strategy and its Implications for Businesses

Introduction Blue Ocean Strategy is a concept that has been pioneered by INSEAD Professors, W. Chan Kim, and Renee Mauborgne....

Buying Behaviour Patterns of Customers

For understanding the buying behaviour of the customers in retail stores it is very important to analyze the customer psychology,...

How Cutting Edge Technology has Transformed the Sales and Marketing Function

Cutting Edge Technologies Have Revolutionized Sales and Marketing It would be an understatement to state that the use of cutting-edge...

Making Corporations Accountable for their Actions by Voluntary and Involuntary Means

Why Corporations Must be Made Accountable for Their Actions Throughout the history of the modern corporations, there have been cases...

Operational CRM

Operational CRM is mainly focused on automation, improvement and enhancement of business processes which are based on customer-facing or customer...

Overfished Ocean Strategy: How to Drive Growth and Attain Profitability

To say that we are facing a resource crunch seems obvious to anyone who is remotely tuned into the present...

Unethical Marketing Practices by Hotel Booking Websites

During the dot com boom, online travel agencies had taken the entire world by storm! Travel websites which offered customers...

What is Perception Management and why it is Important for Organizational Success

What is Perception Management and Why it is So Important for Corporates We often hear the term, perceptions matter more...

From Kirana to Kopitiam: A Case Study of the Changing Indian Retail Industry

Using the PESTEL Framework to Analyze the Transforming the Indian Retail Industry We explore the Political, Economic, Social, Technological, Environmental,...

Corporates and Charity: Two Sides of the Debate

The Philanthropy of the Mega Rich The recent announcement by Mark Zuckerberg, the Founder of Facebook, that he would give...

The Future of Shopping Malls

The word shopping mall brings to mind certain specific kinds of images. For instance, as soon as the word mall...

How Contemporary Corporate Philanthropy Works and Its Impact on Societies

The Why and How of Corporate Philanthropy Corporate and business leaders often have humanitarian urges and instincts to help society...

Porters Five Forces Analysis of the Airlines Industry in the United States

Five Forces Analysis Porter’s Five Forces analysis is a useful methodology and a tool to analyze the external environment in...

How the race for Eyeball Views, Clicks, Likes, and Shares defines Online Marketing

What is online marketing and how it Works? Ever wondered how websites give away much for free or for low...

Why Marketers Need to Focus on Creating Experiences to Thrive in the New Economy

Welcome to the Experience Economy We live in the New Economy or the Digital Economy where consumers no longer consume...

Analytical CRM – Meaning and its Key Features

Analytical CRM supports organizational back-office operations and analysis. It deals with all the operations and processes that do not directly...

Corporate Social Responsibility in an Age of Negativity

Corporate Social Responsibility in an Age of Negativity We live in an Age of Unprecedented Negativity. Everywhere around us, we...

How to End the Culture of Business As Usual After Instances of Corporate Scandals

The Worrying Decline of Corporate Governance Standards Worldwide Of late, there has been a worrying decline in corporate governance standards...

Porters Five Forces Analysis of Samsung

Introduction Porter’s Five Forces methodology is used in this article to analyze the business strategies of white goods makers like...

Self-Checkout Apps: The Future of Retail

The business of retail has always been evolving with technology. Companies which have been at the helm of technology have...

Why Selling Online is Expensive?

In many countries across the world, small retailers are against e-commerce websites. This is because they believe that these websites...

4Ps of Marketing Explained for the Age of Market Fragmentation

The Transformation of Marketing from Scaling to Un-Scaling The Twentieth century was all about mass marketing and marketing to scale...

The Business Case for Sustainability: Why it Pays off to be Clean and Green

Why it Pays off to be Clean and Green and to Follow Sustainable Business Practices In recent years, there has...

Collaborative CRM – Meaning and Advantages

Collaborative CRM deals with synchronization and integration of customer interaction and channels of communications like phone, email, fax, web etc....

Why Discounting is Ruining the Retail Industry?

Discounting merchandise to increase sales has always been an important strategy used by the retail sector. However, in the past...

Does Billionaire Philanthropy Work? Examining the Different Sides to the Debate

What is Billionaire Philanthropy and why it is in the News? Most of you would have read the news item...

How to Build a Great Marketing Team for Your Business

Challenges Facing Marketers and Small Businesses These days, marketers everywhere face significant challenges in terms of reaching out to customers...

Porters Five Forces Analysis of Virgin Atlantic

Introduction To introduce the article, it would suffice to say that each of the five forces that are discussed subsequently...

Corporate Reputation Management in the Post Truth Era and the Age of Fake News

What is Fake News and What is Post Truth We live in times that have been called the Era of...

Customers Response and its Advantages

Customer response is the reaction by the organization to the queries and activities of the customer. Dealing with these queries...

Point of Sale Financing

There are several credit products which are being sold to the modern consumer. There are mortgages, car loans, education loans,...

Measuring Customer Response

After emphasizing on customer response and its advantages it is also important to know how to measure these responses and...

Porters Five Forces Analysis of China Mobile

Introduction China Mobile operates in a monopoly like market in the domestic Chinese telecom sector and hence, the application of...

Why a Well Functioning Judicial and Legal System is Necessary for Market Economies

There would be Anarchy without a well functioning legal and Judicial System For transacting business and commerce, laws and regulations...

The Wirecard and Infosys Scandals are a Lesson on How NOT to Treat Whistleblowers

What is the Wirecard Scandal all about and Why it is a Wakeup Call for Whistleblowers Anyone who has been...

What are Compulsory CSR Commitment Policies and Their Effectiveness and Pitfalls

What are Compulsory CSR Commitments and How They Work in Corporates In many multinational companies such as Goldman Sachs, SAP,...

What is Influencer Marketing and Why it is so Important for Marketers in the Digital Age

As Social Media Grows in Importance, Marketers are Turning to Influencer Marketing We live in times when social media is...

Medium of Customer Responses

The responses can be provided through any of the following media: Face to Face Interaction – Face to face interaction...

Strategic Leadership – Definition and Qualities of a Strategic Leader

Strategic leadership refers to a manager’s potential to express a strategic vision for the organization, or a part of the...

Pricing Challenges in Multi-Channel Retail

Online retailing has now become a part of our everyday lives. Companies like Amazon have swooped in from nowhere and...

Corporate Social Responsibility in Troubled Times and the Role of Business Leaders

What is the Responsibility of Business in These Troubled Times? It wouldn’t be an understatement to say that we are...

Marketing Strategies for the Age of Consumer Fragmentation and the Age of Digital

The Fragmentation of the Consumer Segments and the Rise of Hyper Personalization We live in the Age of Fragmentation where...

Some Pitfalls to be Avoided in Strategic Management

It needs to be remembered that strategic management and strategic planning are intricate and complex processes that take the organization...

Qualities of a Good Response – What a response must provide ?

An organization should understand that response is the key towards creating quality relationship with customers and nurturing the future business...

What Are Green Supply Chains and Why They Can Be a Game Changer for Sustainable Businesses?

What Are Green Supply Chains and what is meant By Net Zero and Carbon Footprint? With concerns over climate change...

Response in Consumer Sector

In consumer sector, suppliers most probably come in contact with distributors or middle-men rather than directly to customers. For them,...

B2B Marketing Vs. B2C Marketing in the E-Commerce Industry

E-commerce has taken many companies across the world by storm. Giants like Alibaba.com and Amazon have been created in the...

Corporate Governance – Definition, Scope and Benefits

What is Corporate Governance? Corporate Governance refers to the way a corporation is governed. It is the technique by which...

How Marketers Manipulate Prices?

When it comes to pricing policy, marketers tend to play with consumer psychology. Marketers play a huge role in repackaging...

Business Ethics – A Successful way of conducting business

Definition of Business Ethics Business Ethics refers to carrying business as per self-acknowledged moral standards. It is actually a structure...

Customer Acquisition – Meaning and its Process

Customer acquisition is the process of acquiring new customers for business or converting existing prospect into new customers. The importance...

Social Responsibilities of Managers

Social responsibility is defined as the obligation and commitment of managers to take steps for protecting and improving society’s welfare...

Utilizing Affiliate Marketers in Your Business

As a merchant, using affiliate marketers is your business is a difficult task. This is because affiliate marketers are themselves...

Customer Life Cycle

If in an organization, many customers diverge their way to other organizations and customer acquisition program shows less aggressiveness then...

Running an Online Affiliate Program

Not all affiliate marketing programs are successful. In today’s world we need a robust, well thought out strategy to ensure...

Core Competencies – An essential for Organizational Success

What is Core Competency? Core competency is a unique skill or technology that creates distinct customer value. For instance, core...

Customer Acquisition Cost

Customer acquisition cost is the cost which suppliers invest to acquire a new customer. This cost should be always less...

5 Factors in Selecting an Affiliate Program

As an affiliate, one of the first major decisions that need to be made is selecting an affiliate program. This...

Measuring Acquisition Equity

Acquisition equity is the potential monetary value of acquisition for the organization. It provides the stage for customer equity data...

Strategic Management: Core Competency Theory of Strategy

Core Competency Theory The core competency theory is the theory of strategy that prescribes actions to be taken by firms...

How to Select a Vendor for Affiliate Marketing

Affiliate marketing is a catch all term. It is a term just like marketing meaning that it applies to a...

Ansoff Matrix

Introduction The famous management expert, Igor Ansoff provided a roadmap for firms to grow depending on whether they are launching...

Customer Loyalty – Meaning and its Important Concepts

Every supplier wants to create and retain a loyal customer who engages in continued profitable business with him. Customer Loyalty...

Routes to Strategic Growth: Organic or Inorganic Growth

Organic Growth Organic growth in management parlance refers to the growth of a company that occurs naturally. In other words,...

Different Types of Affiliates

Affiliate marketing has been around for a couple of decades now. Obviously the industry has grown as incumbents have started...

Customer Loyalty and Satisfaction

Most of the organizations have murkiness in considering customer loyalty and satisfaction. They feel that both are same and a...

Diversification as a Viable Corporate Strategy

Introduction Diversification is one of the strategies pursued by firms wishing to grow in newer markets and by launching newer...

Drivers of Customer Loyalty

It is very important for an organization to identify the factors and facets which drive customer loyalty. These factors help...

Mintzbergs Five Configurations of Strategic Management

The famous management expert, Henry Mintzberg, proposed a five configurations approach to strategic management wherein any organization can be broken...

Customer Loyalty Breakers

When customers end up his relationship with suppliers, he breaks the loyalty with him. Following are the reasons which are...

Role of Planning, Plans and Planners in Mintzbergs Five Configurations

Role of Planning, Planners, and Plans The previous article discussed the five configurations of organizational structure that Mintzberg proposed as...

Tracking Customer Loyalty

For maintaining customers’ loyalty it is very important by organizations to track their loyalty. Following are the two methods of...

Increasing Customer Loyalty

It is necessarily required for an organization to interact and communicate with customers on a regular basis to increase customer...

Why Some Firms Do Not Do Strategic Planning

Many firms do not engage in strategic planning and some firms do strategic planning that is poor and ill conceived....

Strategic Management to the Millennial Generation

The Rise of the Millennials The previous articles discussed the various aspects of strategy and how businesses can use different...

Building Customer Loyalty Through Modern CRM Strategies

Customer loyalty is the foundation of sustained success for any supplier or retailer. A clear sign of a successful product...

Own the Future: Insights from Recent Research into Strategizing for the Future

This article discusses the ten qualities needed for companies to stay ahead of the competition and win the race for...

What is Customer Satisfaction ?

Business always starts and closes with customers and hence the customers must be treated as the King of the market....

PESTLE Analysis of the Global Aviation Industry

Introduction When we think of airlines, we usually think of luxury and opulence as well as comfort and convenience. However,...

Why Dissatisfaction in Customers?

When the suppliers are unable to entertain customers or their business strategies fail to build a good relationship with customers,...

Measuring Customer Satisfaction

For improving customer satisfaction it is essential for the supplier to measure it. It is purely believed that if anything...

PESTLE Analysis of Starbucks

Introduction The macroeconomic environment that Starbucks operates in is characterized by the ongoing global economic recession, which has dented the...

Methods of Measuring Customer Satisfaction

Managing customers’ satisfaction efficiently is one the biggest challenge an organization face. The tools or methods to measure customer satisfaction...

PESTLE Analysis of Samsung

Introduction Samsung is a global conglomerate that operates in the “White Goods” market or the market for consumer appliances and...

Factors affecting Customer Satisfaction

Customer satisfaction is the overall impression of customer about the supplier and the products and services delivered by the supplier....

SWOT Analysis of Unilever

Introduction Unilever operates in nearly 190 countries around the world and has been a traditional paragon of excellence and quality...

Business Strategies to Beat the Downturn

Introduction: The Effect of the Downturn and How Companies Can Cope The ongoing global economic crisis has impacted most of...

Customer Retention – A Strategic Process to Retain Existing Customers

It is difficult to exactly define customer retention as it is a variable process. A basic definition could be ‘customer...

Analysis of Amazon’s Corporate Strategy

Introduction Amazon is the world’s largest online retailer and is indeed a pioneer in the online retailing space. Though it...

Customer Retention Strategy

Following are some of the important strategies that should be implemented for increasing customer retention: Changing Retention rates: There are...

Determinants of Customer Retention

According to the market evidences following are the main determinants of customer retention: Delivered quality of products and services versus...

How Amazon Can Improve its Corporate Strategy

Drivers of Corporate Strategy Any choice of strategic options must necessarily be in tune with the drivers of corporate strategy....

Methods and Tools for Customer Retention

Following are some important methods and tools for customer retention: Data sources and databases for retention: An important aspect for...

Cutting Costs Strategically

The business environment today has become extremely competitive. Companies are not only facing competition from their local competitors but also...

Myths about Customer Retention

Customer retention is a crucial factor for organizational success in business. Many companies have misconceptions about customer retention in regard...

Actualizing Business as Usual Strategies for Mission Critical Organizations and Functions

What are BAU or Business As Usual Strategies and how do they Work? Business as Usual or BAU strategies and...

Practical Tips for Effectively Implementing Salesforce

Irrespective of whether you are in the commercial sector or the not-for-profit sector you need to effectively manage your customers...

Why Indian Firms Must Strive for Strategic Autonomy in Their Geoeconomic Strategies

Geopolitics, Economics, and Geoeconomics In the evolving global trading and economic system, firms and corporates are impacted as much by...

Benefits of Cloud CRM for Small Businesses

CRM or Customer Relationship Management is a concept all businesses practice day in and day out. In fact, a business...

Courses

Links

Subscribe

Articles on Marketing