Geopolitics, Economics, and Geoeconomics In the evolving global trading and economic system, firms and corporates are impacted as much by...
What is the Wirecard Scandal all about and Why it is a Wakeup Call for Whistleblowers Anyone who has been...
Successful product launch does not end with merely introducing the new product in the market and then forgetting about it....
Irrespective of whether you are in the commercial sector or the not-for-profit sector you need to effectively manage your customers...
Online retailing has now become a part of our everyday lives. Companies like Amazon have swooped in from nowhere and...
What are Digital Lynch Mobs, the Harm They Can Do, and Their Impact on Businesses Among the many manifestations of...
In many countries across the world, small retailers are against e-commerce websites. This is because they believe that these websites...
The retailer acts as a link between the customer and the marketer, who is responsible for selling the ultimate products...
What Average People Think of Social Media ? Average people think of social media as a leisure activity. They think...
What Are Green Supply Chains and what is meant By Net Zero and Carbon Footprint? With concerns over climate change...
Are Markets Really Efficient in Delivering Optimal Outcomes for All Stakeholders? Are Free Markets really “free” in the real world?...
Multi Level Marketing is a very interesting concept which makes selling very easy. The fact that anyone and everyone can...
Flash sales have become extremely popular these days. There are several websites which are dedicated to providing flash sale opportunities...
Introduction Relationship marketing is a modern concept. This concept focuses on developing, maintaining and retaining long term relationship with customers...
Decades ago the introduction of MRP and ERP system revolutionized the concept of manufacturing across all industries. All aspects of...
Being a Sales or Marketing man is one thing and becoming a Sales Manager and managing a sales team is...
Modern day Retail Stores have come a long way from the traditional mom and pop shops as well as Departmental...
How Does Automation of the Customer Service Function Impact the Customers? Log into any customer service portal and, chances are...
Love them or hate them, there’s no denying the impact that influencers have on consumers purchasing decisions. Heard about influencer...
Take the case of any organization that is considered to be a global leader or a product leader and you...
Integrated marketing communication is an approach to promote products and services (brand promotion) where various modes of marketing are integrated...
Introduction This article is about how a multinational corporation is attempting to enter an emerging market like China or India...
What is Perception Management and Why it is So Important for Corporates We often hear the term, perceptions matter more...
Affiliate marketing has been around for a couple of decades now. Obviously the industry has grown as incumbents have started...
We live in a world that is fast changing. What was relevant last year doesn’t hold ground this year. Changes...
Welcome to the Experience Economy We live in the New Economy or the Digital Economy where consumers no longer consume...
The Reasons for the Contrasting Fortunes of Newspapers in the West and in India While the newspaper industry is failing...
Who doesn’t like the thought of having a few extra bucks on hand ?. Most of us try to think...
There would be Anarchy without a well functioning legal and Judicial System For transacting business and commerce, laws and regulations...
Corporate Governance under Fire It would be an understatement to say that corporate governance in recent years has been in...
What happens to the Data we Leave Online All of us who exist online and on social media websites as...
When the suppliers are unable to entertain customers or their business strategies fail to build a good relationship with customers,...
As the business environment is changing, the profile of the organizations as well as the way of conducting business is...
What is Auditing? Auditing is the process of assessment and ascertaining of financial, operational, and strategic goals and processes in...
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies...
The corporation has been defined in many ways as interpreted by individuals; however lawyers and economists call it a nexus...
In CRM the alphabet ‘R’ means relationship. But there is always an ambiguity to understand the actual meaning of this...
Corporate Governance is the art of directing and controlling the organization by balancing the needs of the various stakeholders. This...
Visual Merchandising plays an important role in increasing the sales of any retail store. The presentation and display of the...
Network marketing or Multi Level Marketing has caught on the fancy of people across the globe and as on date...
Regression analysis can be used to find out the relation between a set of variables statistically. This is done by...
Market Learning The first step in strategic marketing is to learn from the market about the changing consumer preferences and...
The art of increasing the sale of products by effectively and sensibly displaying them at the retail outlet is called...
You must have heard it from one and all that no Company has a choice when it comes to being...
How do you think buildings are constructed? With the help of architectural drawings. An architectural drawing creates a rough print...
As a Marketing student, you might wonder if brand building means advertising or that brand building is achieved through advertisements...
What are Ubiquitous Marketing and Black Ops Advertising In this age of Smartphones and Internet, it is hard not to...
For long Businesses and Organisations have been Customer oriented. They have moved from product and service mindset to Customer Satisfaction...
Simply put, E Commerce is ‘Using Electronic Platform for Business Transactions’. It is also called a ‘Virtual Market Place’. Every...
Internet has given way to new means of communication and interaction between people situated across the globe, breaking down the...
Human behavior is very complex and varied. As many as there are people, there are differences in their thinking patterns....
If you sit back and look at the kind of traffic that is going through the Internet, you might be...
Getting to know all about E Marketing and how business is transacted online is important for every student of business...
During the dot com boom, online travel agencies had taken the entire world by storm! Travel websites which offered customers...
What is the United Nations Global Compact ? The United Nations Global Compact is a set of principles that encourage...
What are the United Nations Millennium Development Goals? The United Nations (UN) Millennium Development goals (MDGs) are a set of...
As a merchant, using affiliate marketers is your business is a difficult task. This is because affiliate marketers are themselves...
A normal way of functioning for a company is to procure raw materials, use its expertise in creating the product...
Product management is needed in companies that have several products and brands where the need for integrated management of the...
It is time to rewrite the marketing principles and rules. At the same time, it helps every Management and Marketing...
Customers play the most significant part in business. In fact the customer is the actual boss in a deal and...
Research can be categorized either on the basis of technique (surveys, experiments, observation studies, etc) or on the basis of...
Retailing refers to a process where the retailer sells the goods directly to the end-user for his own consumption in...
A sales professional in a workplace is responsible for meeting the sales targets of the organization and maintaining relationship with...
Opening a retail store is no joke. It demands dedication, detailed study and meticulous planning. An individual must do his...
The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a...
For maintaining customers’ loyalty it is very important by organizations to track their loyalty. Following are the two methods of...
Introduction Technology is a term that is frequently used in the business world. It is a term habitually related to...
We live in a consumer society where the ownership of goods and consumption of services pervades every aspect of our...
Sales management helps in the achievement of sales targets within defined deadlines through effective planning and budgeting. Through effective sales...
Sales professionals play an essential role in the success or failure of an organization. Their key responsibility areas include promoting...
The Survey method is the technique of gathering data by asking questions to people who are thought to have desired...
There are mainly 4 methods by which we can collect data through the Survey Method Telephonic Interview Personal Interview Mail...
The Phenomenon of Sweatshops The global marketplace is driven by intense price competition as well as quality considerations. This means...
Introduction Amazon is the world’s leading online retailer and its success has spurred other physical, brick, and mortar retailers to...
Introduction Blackberry, which was the pioneer in mobile-based technologies with its best selling original Smartphones, has been in the news...
Introduction China Mobile is a Chinese Telecom major that has been in the news in recent years because of its...
Download PPT for Complete Course on SWOT Analysis Total Slides: 130 Introduction Google is probably the world’s best-known company for...
Introduction This article analyzes the strategy of the world’s leading furniture retailer, IKEA using the SWOT Methodology. The company was...
Introduction The recent announcement of the change of leadership at the helm of Microsoft has sparked speculation about possible strategic...
Strengths The biggest strength of Nike is that it is an extremely competitive organization with its approach of “Just Do...
Starbucks is a globally recognized coffee and beverages brand that has rapidly made strides into all major markets of the...
Introduction Unilever operates in nearly 190 countries around the world and has been a traditional paragon of excellence and quality...
SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. By definition, Strengths (S) and Weaknesses (W) are considered to...
Target market represents a group of individuals who have similar needs, perceptions and interests. They show inclination towards similar brands...
It is not possible for a marketer to have similar strategies for product promotion amongst all individuals. Kids do not...
The Dominant View: The Business of Business is Profits Ever since the modern corporation took shape in the form that...
Opening a retail store is no joke and requires meticulous planning and detailed knowledge. Location Make sure your store is...
The aim of strategic CRM is to concentrate and enhance the knowledge about customers and use this knowledge to improve...
Strategic decisions are the decisions that are concerned with whole environment in which the firm operates, the entire resources and...
Strategic leadership refers to a manager’s potential to express a strategic vision for the organization, or a part of the...
There are many benefits of strategic management and they include identification, prioritization, and exploration of opportunities. For instance, newer products,...
The strategic management process means defining the organization’s strategy. It is also defined as the process by which managers make...
The Rise of the Millennials The previous articles discussed the various aspects of strategy and how businesses can use different...
Why the Future of Print Media is good There are many experts who have been claiming that the age of...
Building successful business and achieving as well as sustaining product leadership calls for a smart strategy combined with discipline to...
This article discusses the ten qualities needed for companies to stay ahead of the competition and win the race for...
The word “strategy” is derived from the Greek word “strategos”; stratus (meaning army) and “ago” (meaning leading/moving). Strategy is an...
Strategy Evaluation is as significant as strategy formulation because it throws light on the efficiency and effectiveness of the comprehensive...
Strategy formulation refers to the process of choosing the most appropriate course of action for the realization of organizational goals...
Following are the main differences between Strategy Formulation and Strategy Implementation- Strategy Formulation Strategy Implementation Strategy Formulation includes planning and...
Strategy implementation is the translation of chosen strategy into organizational action so as to achieve strategic goals and objectives. Strategy...
The strategy statement of a firm sets the firm’s long-term strategic direction and broad policy directions. It gives the firm...
Companies that are responsible for the production and distribution of products have a lot on their plates. Every product has...
Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Social factors...
Social media strategy is key when it comes to reaching your audience and spreading the word about your business. But...
Social Media Marketing has rewritten the marketing methods and theories like never before. Technology has enabled online marketing. When we...
Social Media Channels contain thousands of websites, blogs, forums, videos and so on. Individuals have now begun to spend most...
When one looks at the various social media channels and the traffic that flows through the various networks, you will...
Social Media Marketing is the latest game in marketing. Whether you have a product or a service to market, you...
As Marketing professional or a management professional, one needs to be in tune with the current trends, especially in terms...
As a marketer, it doesn’t take one long to understand the high impact and the potential of the Social Media...
Marketing has always been relying on traditional print and visual media for advertising their products and services. The basis of...
Any Company marketing its products and services cannot afford to ignore or keep away from the Social Networks and Social...
Social responsibility is defined as the obligation and commitment of managers to take steps for protecting and improving society’s welfare...
Let us go through some social responsibilities of an organization towards its customers. Treat your customers as kings and do...
What is an organization without its employees? Nothing. Employees are said to be the true assets of an organization. Even...
Societal Marketing is based on the principle of societal welfare. It emphasizes that an organization must make strategic marketing decisions...
The Difference between Services and Products The difference between services and products in software is that whereas the former involve...
Sources of Primary Data The sources of generating primary data are: Observation Method Survey Method Experimental Method Experimental Method There...
Being young and with a growing family means having a ‘Wish List’ that is quite long. You have your dreams...
With the advent of globalization, marketers have had the opportunity to market to a global audience from many countries and...
The main purpose of marketing research is to lower the uncertainty and risk in marketing decision-making. To achieve this, several...
At times, organizations are often inspired by a variety of ideas to create products and services which can be offered...
The first four elements in the services marketing mix are the same as those in the traditional marketing mix. However,...
In previous articles, we discussed the roles and responsibilities of the shareholders. In this article, we look at the distinction...
The previous articles discussed how shareholders play an important role in promoting good corporate governance. This article looks at the...
Need for Global Governance Frameworks The key aspect to note about how global corporate governance has evolved to the point...
The long term success of a company depends on the decisions made by its management. The appointment of management is...
What is a Signage? Any visual representation which gives information to the customers about a store, any office, building, street,...
The corporate behavior tends to have a direct or sometimes an indirect impact on the economic state of the countries...
“Every coin has two sides” Advertising is praised but also criticized by critics in their own ways. Advertising has many...
What is a Sales Cycle ? Sales cycle refers to the various processes which help the products reach the end...
Introduction The sales funnel is a concept that is used to visually describe the sales process from initial leads to...
The art of meeting the sales targets effectively through meticulous planning and budgeting refers to sales management. Sales Management helps...
Sales Operation refers to various activities which help in the timely achievement of sales targets for the successful functioning of...
Consultative selling has gained global acceptance as the most effective sales process and has now been adopted by all industries...
Fad is short lived mushrooming of opportunity which is difficult to predict and forecast. Business profit from fad is pure...
As a Marketing professional you are too familiar with marketing research. In fact Organisations spend millions of dollars into market...
Building an E Marketing plan for any business or product is quite engaging and challenging. What makes it more interesting...
Internet is not something that is alien technology anymore. Every home and every individual has adapted to using internet for...
There are various ways to create brand equity. Brand elements offer many alternatives style, logo unique selling proposition etc. Then...
Secondary data is the data that have been already collected by and readily available from other sources. Such data are...
The business of retail has always been evolving with technology. Companies which have been at the helm of technology have...
If you are in the process of understanding and designing an E Marketing strategy for your business, understanding and learning...
No one would have ever imagined fifty years ago that the service sector would become a major contributor to the...
Till now, we have considered how product management is done in companies that have different product lines and brands. Now,...
Stated simply, Services Marketing refers to the marketing of services as against tangible products. As already discussed, services are inherently...
With the explosion of scandals pertaining to corporates due to mismanagement and fraud in recent years, the regulators all over...
We have discussed how corporate governance and the practice of ethical and normative business practices are essential for companies to...
The articles till now have focused on how corporations need to embrace CSR (Corporate Social Responsibility) as a business imperative....
Role of Planning, Planners, and Plans The previous article discussed the five configurations of organizational structure that Mintzberg proposed as...
When it comes to social media strategy, user-generated content is one of the most impactful techniques you can use to...
A sales manager plays a key role in the success and failure of an organization. He/She is the one who...
Retail Store A fixed set up or location offering merchandise in small quantities to the consumers for their end-use is...
Organic Growth Organic growth in management parlance refers to the growth of a company that occurs naturally. In other words,...
Not all affiliate marketing programs are successful. In today’s world we need a robust, well thought out strategy to ensure...
Any public limited or a private company needs to have a board of directors which would ratify the management decisions...
Promoting a brand is more important than opening a store. It is essential to create brand awareness for the customers...
The art of achieving the sales targets within the desired time frame through effective planning and budgeting refers to sales...
Sales Management refers to the art of achieving the sales targets within the stipulated time frame through effective budgeting and...
Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an...
Consumer Behaviour refers to the study of buying tendencies of consumers. An individual who goes for shopping does not necessarily...
What is Retailing? The sale of products to the customers from a fixed location (malls, department stores, super markets and...
Event Managers or Corporate Communicators The question as to whether the corporate communications team in organizations has to take on...
No two individuals have same buying preferences. The buying tendencies of individuals vary as per their age, need, income, lifestyle,...
The often discussed and much criticized role of the government in regulating the corporate has gained all the more importance...
Introduction: Why is Relationship Management Important? If you are working and have a bank account, chances are that you would...
The world attention once again has turned to Durban where the countries are meeting to try and resolve the crises...
Customer Relationship management is a two way interaction. The Organisation has got to devise ways and means to reach out...
Relationship Marketing is being spoken of as one key Business Philosophies of the progressive Organizations who are Customer Oriented or...
Introduction The world of business has altered a great deal in the last few decades or so, globalization and information...
There is a realisation and understanding that Customer Retention is beneficial and rewarding than the efforts required in finding a...
Marketing is a subject that draws a lot of students who find it most interesting and challenging. No doubt marketing...
Introduction With the advent of the internet and big data analysis, organizations have been able to use relationship marketing and...
Business dynamics have forced the Organizations to recognize Customer as the most important factor responsible for its own existence and...
The Fourth Estate Mass media perform a vital and a crucial role in society. They are called the Fourth Estate,...
The market research is normally outsourced to third party agencies by organizations and in turn they create a professional report...
The Media Deluge and the Cacophony of Crowds calls for Reputation Management We live in times when hundreds and even...
Introduction The resource-based view (RBV) is a way of viewing the firm and in turn of approaching strategy. Fundamentally, this...
Resources The activities and processes of the organization utilize certain assets. These assets are called resources. These resources can be...
In consumer sector, suppliers most probably come in contact with distributors or middle-men rather than directly to customers. For them,...
Any public limited or private limited company has shareholders who contribute capital towards the setting up and running of the...
E commerce is fast growing to be an important channel of sales for Retail Companies. Though the volumes of online...
The new age youth comprise a major chunk of potential market for the international fashion retailers and hence they tend...
Realising the fact that urbanisation and exposure to visual media has provided more exposure to the kids, retailers have stepped...
Retail Formats can be classified into the following categories: Store Based: Store based formats can be further classified into two...
What is Management? Management refers to the process of bringing people together on a common platform and make them work...
The mechanism of selling products in small quantities from fixed locations to the customers for their end use is called...
Retailing is defined as the process of selling merchandise to the consumers for their end use in small quantities. The...
Merchandising Retail Merchandising refers to the various activities which contribute to the sale of products to the consumers for their...
The sale of goods from fixed points (malls, department stores, supermarkets and so on) to the consumer in small quantities...
Store Atmosphere The store must offer a positive ambience to the customers for them to enjoy their shopping and leave...
Companies are looking forward to moving away from the conventional supply chain and moving towards value network. In a value...
An organization should understand that response is the key towards creating quality relationship with customers and nurturing the future business...
Sales Professionals are the face of an organization. They have the responsibility of making the brand popular and promoting the...
Satisfying customer needs ensures the business survival for an organization. A periodical check is required to enhance the quality of...
Social Media as a platform for marketing provides for continuous innovation, thanks to the evolving technology. No other medium gives...
E Commerce, online brand building and marketing using Social Media Channels is one of the most modern developments in Sales...
A good questionnaire should not be too lengthy. Simple English should be used and the question shouldn’t be difficult to...
What is online marketing and how it Works? Ever wondered how websites give away much for free or for low...
Many firms do not engage in strategic planning and some firms do strategic planning that is poor and ill conceived....
Regression scoring is one of the difficult but more precise and faithful marketing technique as compared to profiling and modeling....
Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of...
One of the best things about Network marketing or Multi Level Marketing is that there are no entry barriers for...
Consumer Behaviour deals with the study of buying behaviour of consumers. Let us understand the effect of psychological factors on...
Marketing is usually taken to be the entire gamut of activities that span customer acquisition, retention, and customer prospecting. In...
As the names suggest quantitative research produces numerical data whereas qualitative research generates non numerical data. However, this is only...
Print advertising is a widely used form of advertising. These advertisements appear in newspapers or magazines and are sometimes included...
Marketing strategy of a company revolves around 4Ps – Product, Price, Place and Promotion. Companies devise a strategy by mixing...
Companies first find the target market than segment and then customers. After these companies go about developing products, which may...
Any management student will certainly be interested in knowing what it is that makes organizations like Apple, Sony, Microsoft &...
In the fast changing and highly competitive world, building brands and maintaining brand leadership calls for an uncanny ability to...
It is crucial to understand the complete product life cycle before introducing a new product or service in the market....
Often, people get confused with the concepts of brand management versus product management. They tend to think that both are...
The previous articles in this module discussed how product management differs from brand management and the way in which product...
In the IT (Information Technology) industry, it is often the case that the organizations find it difficult to synthesize and...
In the dynamic world of product management, understanding the nuances of the Product Life Cycle is not just rewarding but...
The process of creating an image of a product in the minds of the consumers is called as positioning. Positioning...
Success of Business Managers and Marketing Managers depends largely upon short term goal of achieving targeted sales as well as...
Difference between Product and Service Retailing Products are tangible in nature, whereas services are intangible in nature. Hence, various aspects...
Five Forces Analysis Porter’s Five Forces analysis is a useful methodology and a tool to analyze the external environment in...
Introduction China Mobile operates in a monopoly like market in the domestic Chinese telecom sector and hence, the application of...
Introduction Porter’s Five Forces methodology is used in this article to analyze the business strategies of white goods makers like...
Introduction To introduce the article, it would suffice to say that each of the five forces that are discussed subsequently...
Michael Porter (Harvard Business School Management Researcher) designed various vital frameworks for developing an organization’s strategy. One of the most...
Today’s markets represent the surplus market, with a wide range of product available for sell. Consumer has huge product offering...
What Makes Influencers So Powerful in our Social Media Driven World? We live in a world where social media has...
Social Web is of the people, by the people and for the people. It is the freedom of expression and...
In previous articles, we have seen how companies need to adopt CSR as a business need and imperative. The role...
Selling is an Art. Not everyone can shine well as a Salesman. But for those who do train and groom...
Selling methods and process has undergone a lot of changes in the recent times. Gone are the days when a...
Press Releases and their Importance The previous articles discussed the various aspects of media and the role of media in...
People love shopping at International Retail Malls and Stores. Weekends are often spent with family and friends shopping and spending...
Establishing leadership whether in a product market or a services market is not easy, especially in the fast changing world...
Consumer Behaviour helps us understand the buying tendencies and spending patterns of consumers. Not all individuals would prefer to buy...
What to do when listing Strengths and Weaknesses A personal SWOT Analysis is needed to understand where one stands with...
Introduction When we think of airlines, we usually think of luxury and opulence as well as comfort and convenience. However,...
Introduction Samsung is a global conglomerate that operates in the “White Goods” market or the market for consumer appliances and...
Introduction The macroeconomic environment that Starbucks operates in is characterized by the ongoing global economic recession, which has dented the...
It needs to be remembered that strategic management and strategic planning are intricate and complex processes that take the organization...
The most important and widest degree of business objective is termed as the vision of the organization. This is a...
Talking about product leadership in the market and understanding all about the organizations that have achieved such leadership can be...
Introduction Organizational learning is the means by which organizations develop, enhance, and manage knowledge and standards within their functions and...
Traditionally with Organizations the customers belonged to and were the responsibility of the Marketing Department alone. Organizations probably had too...
Organizations today live in highly dynamic environments. Essentially the existence and growth of the business is dependent upon several external...
Orientation of customer means how the customer’s preferences are possessed or in what areas of business the customers are conscious....
CRM originated in early 1970s when the business units had a manifestation that it would be advisable to become ‘customer...
Outdoor advertising communicates the message to the general public through highway billboards, transit posters and so on. Outdoor advertising is...
To say that we are facing a resource crunch seems obvious to anyone who is remotely tuned into the present...
Most Business Organisations both big and small have realised the necessity of having a presence on the internet. Many Organisations...
Selling and Marketing is no longer the same what it used to be few decades ago. Traditional methods of sales...
Pricing is an important parameter; organizations need to take care of while launching a new product or service in the...
Maybe you read the article that was shared on Facebook that said “10 best places to visit this summer” and...
Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in...
The observation method involves human or mechanical observation of what people actually do or what events take place during a...
What are Offshore Tax Havens ? In recent years, there has been a lot of media interest in Offshore Tax...
If you are an advertiser and would want to know how to go about budgeting your outlay for paid inclusion,...
Sales Promotion and Advertising is one of the major activities of any Marketing Function in any business. Sales promotion and...
Operational CRM is mainly focused on automation, improvement and enhancement of business processes which are based on customer-facing or customer...
Amongst the different methods of direct selling, Multi Level Marketing occupies a prime place simply because of the fact that...
Multi Level Marketing or Network Marketing as it is called world over happens to be a fast growing phenomenon. The...
Whether in an office environment, Corporate setup, at home, amidst friends, clubs or wherever you go, it is quite likely...
We are living in exciting times. For anyone and everyone, there are abundant opportunities to earn decent income and achieve...
For those who have been exploring ideas and avenues to build an alternate source of income and are ready to...
Network marketing has caught on the fancy of millions of people across the world. Amway, Tupperware, Avon, Nu skin, Herbal...
Mystery Shopping is a fascinating method of gauging customer experience where individuals are recruited to portray actual customers that shop...
Customer retention is a crucial factor for organizational success in business. Many companies have misconceptions about customer retention in regard...
For a given company, there can be variety of product and services under different brands. Brand-product matrix is used to...
Introduction Any relationship involves human element. A human interaction can greatly affect the business and its relationship with the customer....
How Corporates and Auditors, Certifiers, and Consultants Partner with Each Other In the corporate world, companies have relationships with a...
Resistance to Global Corporations and their activities In recent years, global corporations have realized that their activities across the developing...
A set-up where two or more parties (also called buyers and sellers) are engaged in transaction of goods and services...
The Need for Effective Social Media and Smartphone Policies In these times, when Social Media usage and Smartphone ownership is...
More often than not, organizations spend a fortune on marketing and product development separately. This is the case with many...
With the globalization of the world economy starting in the 1970s, continuing through the 1980s and accelerating since the 1990s...
Building relationship with customers in current market trends is the most important aspect that an organization should focus on. Distinction...
The Media is an Extension of Big Business Now In recent years, the concept of paid news and advertorials that...
Media as an Instrument of Control In many countries, the media is used by the government as an instrument of...
The previous articles in this module discussed how the media plays a prominent role in acting like a watchdog in...
The legendary media theorist, Marshall McLuhan, coined the term “The Global Village” to indicate the mass production and the mass...
Every work to be done needs a plan of action so that the work is done in a desired and...
The responses can be provided through any of the following media: Face to Face Interaction – Face to face interaction...
International Retailing industry is a every green industry that will keep growing and evolving with time. Merchandizing is one of...
International Retailing is going places. With globalization and with E Commerce, the horizon of opportunities has expanded significantly. Efficiency and...
Managing customers’ satisfaction efficiently is one the biggest challenge an organization face. The tools or methods to measure customer satisfaction...
Following are some important methods and tools for customer retention: Data sources and databases for retention: An important aspect for...
The famous management expert, Henry Mintzberg, proposed a five configurations approach to strategic management wherein any organization can be broken...
Many companies have misconceptions about CRM in regard to assessing customer satisfaction in order to enhance business. There are several...
When you think of any Retail Store, instantly you recall the layout and your experience connected with the store. We...
In any international business, the market conditions in the foreign market as well as the political, economic and social environments...
Every business knows that in order to thrive it needs to differentiate itself in the mind of the consumer. Price...
In our previous discussion we have come across the fact that it is hard to establish the accountability and responsibility...
Sales Professionals play a pivotal role in generating revenues for the organization. They are the ones who are responsible for...
The face of any organization is the sales force. Companies spend a considerable amount of time and money on sales...
One of the best applications of Market research is in the area of customer relationship management. It helps an organization...
The market research process involves a round of separate stages of data interpretation, organization and collection. These stages could be...
Segmentation refers to the process of creating small segments within a broad market to select the right target market for...
What is Segmentation? Segmentation refers to a process of bifurcating or dividing a large unit into various small units which...
Sales and Marketing career is highly rewarding both in terms of rewards as well as knowledge and experience. There are...
Marketing programs play an important role in building up of brand equity. These marketing programs are related to product, price...
Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing and Promotion...
Neil Borden in the year 1953 introduced the term Marketing mix, an extension of the work done by one of...
Introduction We are living in revolutionary times where the outdated and outmoded thinking about economics, business and virtually every sphere...
The success and failure of a newly introduced product certainly depends on how well it is marketed and promoted among...
The modern business world is dynamic and fast changing, and today’s consumer is smart, informed, and savvy. With an abundance...
At core of building brand equity is marketing programs or strategies. Marketing activities can facilitate in increasing brand awareness as...
A market refers to a set up where two or more parties are involved in transaction of goods and services...
The Fragmentation of the Consumer Segments and the Rise of Hyper Personalization We live in the Age of Fragmentation where...
What is Marketing Strategy ? Marketing strategy is the comprehensive plan formulated particularly for achieving the marketing objectives of the...
Acquisition equity is the potential monetary value of acquisition for the organization. It provides the stage for customer equity data...
After emphasizing on customer response and its advantages it is also important to know how to measure these responses and...
For improving customer satisfaction it is essential for the supplier to measure it. It is purely believed that if anything...
In this dynamic market with the free flow of information and innovative marketing programs, needs and wants of consumers are...
There are two types of method employed to measure brand equity at source. These two methods are qualitative research methods...
For any marketers, it is of supreme importance to understand a consumer mind and also current level of brand knowledge...
The previous article in this series looked at how the media is an important pillar of democracy and how unless...
After having attained the desired service level, the next great challenge faced by service providers is to maintain service standards...
Why Corporations Must be Made Accountable for Their Actions Throughout the history of the modern corporations, there have been cases...
Every Management student and future Business Manager would do well to study and understand more about how certain Organizations build...
Introduction An organization has to maintain healthy and fruitful relationships with not just with customers but also with external and...
Organizations that have become synonymous with product leadership and innovation have not reached such a position by chance. Rather it...
From the Era of Abundance to the Era of Scarcity The era of abundance is over and we are entering...
In current times every company is wanting to be a global player, some companies this out of compulsion, for some...
The markets in which companies operate are highly dynamic in nature. There is constant evolution in products, introduction of new...
Consultative selling process is not easy to handle and can be quite lengthy too. However a good salesman never loses...
Companies need to develop strategies to improve brand image and brand awareness. The important aspect of spreading brand awareness and...
Organizations that are product leaders do things differently. Be it the way they market the product, the way they build...
Consultative selling has become the norm of the day in almost all industries. Customers are having a field day. Today...
AT&T Universal Card Services entered the credit card market at a time when the market was mature and there were...
The past few decades has seen unprecedented growth of service industry. In fact we can today say that the service...
Product leadership and growth of the Organization goes hand in hand. Organizations employ certain chosen core value propositions with their...
If internet has affected the lives of millions of people across the world and brought them together through social media...
Business today has become customer centric. Organizations are investing heavily into getting to know and building a relationship with the...
Have you ever wondered as to what it is that makes the Market Leaders perform so well in the market...
Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the...
Measuring the success of social media efforts goes beyond counting likes or shares. To truly understand the impact of your...
For a long time, the marketing theories and principles of marketing experts like Phillip Kotler and others were the bible...
Competence based Strategy The core competence approach of strategy views the business in a particular way. For this approach business...
Introduction The concept of knowledge as the founding block for attaining competitive advantage has become quite prevalent in Management studies....
Introduction Knowledge management is the recognition, optimization and effective handling of intellectual assets to build value, enhance productivity, and achieve...
In the current times International Retailing industry is largely characterised by international sourcing. Though one might argue that for centuries...
Introduction The marketing mix refers to usage of the four Ps of marketing which are Product, Price, Place and Promotion....
Introduction An organization is often influenced by the environment they work under. There are several factors which influence such as...
Introduction The internet is considered as a channel partner. Hence online marketing is to be considered as a channel marketing...
Introduction The environment under which organization functions determines how it will conduct its business. Organizations have to constantly monitor and...
What is Inventory Management? Inventory refers to the goods stocked for future use. Every retail chain has its own warehouse...
In God We Trust, Rest Have to Bring Data: The Importance of Data Collection All entities collect data for various...
Innovation is the name of the game as far as companies in the 21st century are concerned. To compete effectively...
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing,...
As the world has moved towards globalization, businesses and Organisations have had to keep pace with the external environment. We...
Introduction An organization has to manage relationships across a broad spectrum of stakeholders. One of such stakeholders is the employees...
Logistics services happen to be the backbone of Retail Operations. Traditional Logistics was referred to mean transportation services by road,...
International Retailing is seeing exciting times. With globalisation and availability of new market opportunities, we see a lot of aggression...
The job of a Merchandiser in International Retail Company is one of the most challenging and rewarding career options for...
Procurement being one of the important functions of International Retailing industry, the Companies rely heavily upon their procurement strategies to...
One of the positive effects of the rapid globalization is the increasing awareness amongst people and society about ethical and...
International Retail Industry’s evolution can be traced to the period around 1990s with the ECR – Efficient Consumer Response initiatives...
In today’s world if internet and communication boundary has erased geographical boundaries, international retailing has brought the world market to...
International Retail and Fashion has come of age. We can trace the evolution of the industry from early 1990s where...
Over the years, the retailers have adopted several unique strategies and ways of dealing with the challenges. We shall briefly...
Ever since International Retailing started getting recognition in the industry, several academicians as well as Industry experts have tried to...
International Retailing and branding has been one of the sectors that is seeing exponential growth. With increase in standard of...
The recent trend seen in the Organizations across the world is that they are faced with changing times and the...
One of the first things that any observer of management thought and practice asks is whether a particular organization has...
Whistleblowers and Whistle Blowing in Contemporary Times We often hear the terms, whistleblowers, and the practice of whistleblowing mentioned in...
E business model implementation brings with it several key results and benefits. First and foremost a successful implementation should meet...
It is necessarily required for an organization to interact and communicate with customers on a regular basis to increase customer...
The most popular terminology used for industrial advertising is Business to Business advertising. This type of advertising generally includes a...
As Social Media Grows in Importance, Marketers are Turning to Influencer Marketing We live in times when social media is...
Integrated marketing communication plan blends essential components of marketing mix to promote brands effectively among end-users. Integrated marketing communication plan...
Corporate social responsibility allows organizations to do their bit for the society, environment, customers or for that matter stake holders....
Customer Relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. Customer relationship...
Integrated marketing communication plays an integral role in communicating brand message to a larger audience. Integrated Marketing communication helps in...
Market Research in the Age of Unpredictability We are living in an age of unpredictability. With sales forecasts and marketing...
In the present times, doing business has become an extremely competitive game. This is true not only for the product...
Affiliate marketing is a catch all term. It is a term just like marketing meaning that it applies to a...
Introduction: Why Should Firms and Nations Invest in Human, Social, and Intellectual Capital We often hear economists and management experts...
Market for product is big and diverse making it difficult for companies to be able to satisfy every customer. Companies...
Brand Identity Brand Image 1 Brand identity develops from the source or the company. Brand image is perceived by...
Social Media Network and the different channels have caught on the fancy of young and adults alike and this phenomenon...
When it comes to pricing policy, marketers tend to play with consumer psychology. Marketers play a huge role in repackaging...
Challenges Facing Marketers and Small Businesses These days, marketers everywhere face significant challenges in terms of reaching out to customers...
The Why and How of Corporate Philanthropy Corporate and business leaders often have humanitarian urges and instincts to help society...
Cutting Edge Technologies Have Revolutionized Sales and Marketing It would be an understatement to state that the use of cutting-edge...
The Genesis and the Root Cause of the Problems Faced by Infosys In 2019, the venerable IT (Information Technology) firm...
As for superficial attempts to practice CSR, the term “green washing” gives an instance of how the aims of CSR...
Take a look at organizations that are considered to be product leaders in their respective fields like Intel, Google, Microsoft,...
Drivers of Corporate Strategy Any choice of strategic options must necessarily be in tune with the drivers of corporate strategy....
The word shopping mall brings to mind certain specific kinds of images. For instance, as soon as the word mall...
Service industry today dominates the economic scene in all the countries. Over a period of few decades we have seen...
New product development refers to introducing a new product and launching the same in the market keeping in minds customers’...
As an affiliate, one of the first major decisions that need to be made is selecting an affiliate program. This...
Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour...
Food Retailing in India is witnessing a progressive change with the emergence of the hypermarkets/supermarkets and rapid expansion of organized...
What is the Bottom of the Pyramid and its Implications for Marketers Marketers around the world are discovering that there...
Astute product management requires the product manager’s involvement at every phase of the product lifecycle. Starting with the initial conceptualization...
The business landscape of the 21st century is littered with companies that have failed to keep abreast of the changing...
Introducing a new product in the market requires meticulous planning and relevant ideas put together after several rounds of discussions...
Customer Relationship Management is a strategy which is customized by an organization to manage and administrate its customers and vendors...
Field Research deals with creation and collection of actual and authentic information by field of operation in any organization. The...
Setting up a web page and promoting online business has become a necessity for all business organisations, irrespective of the...
Most of us who live in urban areas and have used the app-based ride-hailing cabs such as Ola and Uber...
Marketing Management has evolved to become a multi faceted and all embracing science over a period of time. Studies in...
With revolutionary changes taking place in the worldwide economy and the growing importance of 24/7 operation of the business, the...
In previous articles, we have discussed the pitfalls of companies not managing their CSR strategies appropriately resulting in poor press...
Introduction An organization is concerned with maintaining a healthy relationship with suppliers and customer, with whom they interact daily. However,...
Introduction Digital Marketing entails marketing of goods and services using digital technologies and digital mediums. In this context, it would...
Factor Analysis is a data reduction technique. Given a large number of attributes, factor analysis identifies a few underlying dimensions...
There are several factors which affect the buying decision of the customers. Let us go through them one by one:...
Customer satisfaction is the overall impression of customer about the supplier and the products and services delivered by the supplier....
The Worrying Decline of Corporate Governance Standards Worldwide Of late, there has been a worrying decline in corporate governance standards...
Organizational environment consists of both external and internal factors. Environment must be scanned so as to determine development and forecasts...
International Retailing industry though global originated and developed in Europe and US. Europe has been always been the harbinger of...
When one refers to International Retail business, the comparison is mainly referring to the European and US markets. ECR or...
Introduction The rise of the internet and electronic commerce has changed the way in which customer and company interact with...
The growth of international retailing business has been a field of study by the academic researchers for the past four...
Are brands built or do they just happen over a period of time?. Well, this is a difficult question to...
What is Billionaire Philanthropy and why it is in the News? Most of you would have read the news item...
It is very important for an organization to identify the factors and facets which drive customer loyalty. These factors help...
Leadership at the market place doesn’t come by easily. Organizations have got to work towards it by innovating their product...
Introduction The primary problem in the field of strategic management is to answer the question on how firms attain and...
Migrating to E Business has become inevitable. All business Organisations have recognised this fact. It has been understood that E...
We are living in the Information Age. Internet has changed our lives and these changes are irreversible. Slowly every home...
Business Managers of today are living in challenging times. Business targets had never been stiffer, work pressure and managing the...
E Commerce is growing day by day in both B2B and B2C context. Retailing industry including Fashion Retail and Grocery...
Prior to 1990s, International Retail Industry was plagued by inefficient Supply chain as well as under Supplier control of products....
Indian eCommerce Party Continues Anyone who opens the newspaper or browses the internet these days cannot but escape the full...
A layman using internet is overwhelmed by the sheer amount of information that he or she is able to access...
If internet has had far reaching impact on all walks of life, E trade has had similar impact on all...
If you scan the developments in the business world that have taken place in the last fifty years or so,...
Whenever one talks of E marketing strategy or plan, they normally include online selling, online promotions and advertising. However this...
Sustaining success in business is a big challenge for organizations. In order to continue to be successful and sustain leadership...
Discounting merchandise to increase sales has always been an important strategy used by the retail sector. However, in the past...
Various marketing intermediaries are used in transferring the products from the hands of producers to the final consumers or industrial...
Introduction Diversification is one of the strategies pursued by firms wishing to grow in newer markets and by launching newer...
Business and market realities of present times are forcing Organizations to re-think of their strategies as well as of their...
They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by...
The art of brand building is through creating strong brand image and brand awareness with customer. However, the brand building...
21st century world is presented as a flat world. It is not flat because earth is changing shape but because...
As depicted by name Desk Research is the research technique which is mainly acquired by sitting at a desk. Desk...
According to the market evidences following are the main determinants of customer retention: Delivered quality of products and services versus...
Marketing mix for companies comprises of 4 Ps Product, Price, Place and Promotion. Price is directly related to bottom-line of...
Ask any frequent flyer and a globe trotter, who enjoys flying with and always chooses his favorite airline as to...
The art of meeting and exceeding the sales goals of an organization through effective planning, controlling, budgeting and leadership refers...
We Humans are essentially social animals. Communication and interaction is vital for the Human society. People love to socialize and...
The other day I over-heard a conversation generally referred as cooler moment. John was in conversation with Terry around lunch...
Strategic Management – An Introduction Strategic Management is all about identification and description of the strategies that managers can carry...
Before understanding consumer behaviour let us first go through few more terminologies: Who is a Consumer? Any individual who purchases...
Every business unit emphasizes on spurting a long term relationship with customers to nurture its stability in today’s blooming market....
A set up where two or more parties engage in exchange of goods, services and information is called a market....
Before understanding the concept of retail, let us first go through few terminologies. Market – Any system or place where...
After gathering the information from desk and field research the raw data must be compiled so that the taxonomic analysis...
Data Collection in Marketing Research is a detailed process in which a planned search for all relevant data is made...
It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also...
International trade and commerce has existed for centuries and played a very important part in the World History. However International...
We often hear the term fourth estate being applied to the media. The term refers to the four pillars of...
The 21st century has seen the advent of the new economy, thanks to the technology innovation and development. To understand...
According to American Marketing Association, “Marketing Research is the function that links the consumer, customer and public to the marketer...
Some consider being Salesmanship to be an inborn trait as is Leadership. Some consider Salesmanship to be an Art. Then...
There are several credit products which are being sold to the modern consumer. There are mortgages, car loans, education loans,...
Companies have to introduce new products every now and then to stay competitive. The development of new products and managing...
In the so called Modern times, we happen to be living in a fast paced high tech society. Use of...
Human Resources are those constituents of an organization that take care of the human facets and needs of all employees...
CRM leverages and amplifies customer base of an organization through efficacious and efficient marketing. In fact CRM has brought up...
Retailing refers to the concept of selling merchandise in small quantities to the consumers for their end use. According to...
In previous articles, we discussed how effective corporate governance is essential for a well functioning economy and how the practice...
CSR Initiatives in Primary and Secondary Education CSR or Corporate Social Responsibility initiatives can extend to the realm of primary...
In case corporations need some convincing to be done to adopt CSR, the model proposed by Young and Tilley (2006)...
The last article dealt with how Corporate Social Responsibility (CSR) evolved from its early beginnings in the 1950’s to a...
Consumer behaviour deals with the study of buying behaviour of consumers. Consumer behaviour helps us understand why and why not...
Considering the business point of view, it is valuable to deliberate of culture as presented at four diverse levels namely...
Introduction Culture involves the manner in which individuals imagine, sense and do. It changes from one country, industry and organization...
Customer acquisition cost is the cost which suppliers invest to acquire a new customer. This cost should be always less...
Customer acquisition is the process of acquiring new customers for business or converting existing prospect into new customers. The importance...
Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but...
Learning all about E Commerce and E Marketing is the pressing need of every student as well as every marketing...
Internet is changing the customer’s expectations as well as behaviour. Understanding the customer behaviour pattern holds the key to successful...
Beyond Customer Service: The Rise of Deep Business Partnerships There is no doubt that leading products and services with competitive...
If in an organization, many customers diverge their way to other organizations and customer acquisition program shows less aggressiveness then...
Most of the organizations have murkiness in considering customer loyalty and satisfaction. They feel that both are same and a...
When customers end up his relationship with suppliers, he breaks the loyalty with him. Following are the reasons which are...
Every supplier wants to create and retain a loyal customer who engages in continued profitable business with him. Customer Loyalty...
Customer modeling is the process of predicting and forecasting behavioral aspects of customers’ future perspectives. The process includes identification of...
Customer relationships have changed In the past few decades, we have seen a remarkable transformation in how companies interact with...
For a developing business it is very important to understand who are the best customers, how to find more customers...
CRM or Customer Relationship Management is a system that caters to the management of a firm’s interactions with past, present,...
The Benefits of CRM Solutions There are many benefits of CRM or Customer Relationship Management software. They include automation of...
In an organization, sales representatives have the responsibility of creating brand awareness and making products popular among the end users....
Customers are the most important part of business. There cannot be any business without them. Only satisfied customers will be...
For a positive growth of business all customers have to depend, directly or indirectly, on good and reliable suppliers. Apart...
Customer response is the reaction by the organization to the queries and activities of the customer. Dealing with these queries...
Following are some of the important strategies that should be implemented for increasing customer retention: Changing Retention rates: There are...
It is difficult to exactly define customer retention as it is a variable process. A basic definition could be ‘customer...
Business always starts and closes with customers and hence the customers must be treated as the King of the market....
Introduction In today’s ultra competitive business environment merely meeting customer expectations is not enough. In order to effectively differentiate themselves...
The business environment today has become extremely competitive. Companies are not only facing competition from their local competitors but also...
Introduction The world economy nowadays is increasingly characterized as a service economy. This is primarily due to the increasing importance...
We are living in the age of technological advances. Development in our society began to happen post the World Wars,...
What is Corporate Crisis Management ? We live in a world that is uncertain and unpredictable. Hence, our best-laid plans...
In previous articles, we have seen how CSR is practiced by companies and how the present times with their myriad...
The ongoing financial crisis has proved that Corporate America and the Corporates in other countries around the world have exhibited...
The field of corporate governance exists in a symbiotic relationship between the management and the board of directors. It is...
The previous articles discussed how good corporate governance is imperative to the existence of a structured and functioning economy. In...
Corporate Governance as a practice has been gaining importance ever since the economic turmoil caused by the bursting of the...
Some Recent Scandals Involving Corporate Governance The recent months have seen a spate of scandals involving corporates pertaining to corporate...
What is Corporate Governance? Corporate Governance refers to the way a corporation is governed. It is the technique by which...
What is Corporate Philanthropy? Corporate philanthropy is the act of donating money to social causes. In these times, when corporate...
What is Fake News and What is Post Truth We live in times that have been called the Era of...
Corporate Social Responsibility in an Age of Negativity We live in an Age of Unprecedented Negativity. Everywhere around us, we...
What is the Responsibility of Business in These Troubled Times? It wouldn’t be an understatement to say that we are...
In recent years, CSR or Corporate Social Responsibility has become the latest buzzword among the companies. This refers to the...
The practice of CSR or Corporate Social Responsibility as a paradigm for firms and businesses to follow has evolved from...
The Philanthropy of the Mega Rich The recent announcement by Mark Zuckerberg, the Founder of Facebook, that he would give...
In the earlier decades of the 20th century, there was a clear distinction between the corporates and the media houses...
Price sensitivity can be defined as the consciousness of the customers to cost windows or range within which they make...
What is a County of Origin Effect? COO or Country of Origin Effect refers to the practice of marketers and...
As evident from the word “covert”, this type of advertising aims to integrate the advertising with the non-promotional mediums. This...
Integrated marketing communication integrates all aspects of marketing mix to promote products and services among the end-users at the right...
Organizations must operate within a competitive industry environment. They do not exist in vacuum. Analyzing organization’s competitors helps an organization...
Integrated marketing strategy integrates relevant marketing tools to deliver similar message to a larger audience. Remember, an integrated marketing strategy...
What are Compulsory CSR Commitments and How They Work in Corporates In many multinational companies such as Goldman Sachs, SAP,...
Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a...
Being a good Salesman does not come easily to everyone. Out of thousands who take up a career in sales,...
Whenever you attend any sales seminar or workshops, in all probabilities you get to hear about consultative approach to selling....
Consultative selling has been the new buzz word doing rounds in marketing and sales circles. Lawyers and consultants have always...
Consultative selling has been one of the most recent selling concepts that have evolved in the marketing field today. As...
Companies make investment in understanding consumer behaviour and implementing strategies, which will help them retain customers. Consumers can be categorized...
The core function of the marketing department is to understand and satisfy consumer need, wants and desire. Consumer behaviour captures...
Consumer communication and persuasion is an essential part of any Marketing Strategy. In fact, it is the starting point of...
An individual who purchases products and services from the market for his/her own personal consumption is called as consumer. To...
What is Core Competency? Core competency is a unique skill or technology that creates distinct customer value. For instance, core...
Core Competency Theory The core competency theory is the theory of strategy that prescribes actions to be taken by firms...
Why is Corporate Communication Needed? With the proliferation of activities that any company does, there needs to be a mechanism...
What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient...
Need for a Code of Conduct In recent months, the media world has been hit with several scandals related to...
Collaborative CRM deals with synchronization and integration of customer interaction and channels of communications like phone, email, fax, web etc....
We are living in the high tech times. Technology and changing economy have changed the rules the way a business...
Competence Based Management is comparatively a modern method to find on the means by which firms achieve excellent performance and...
Consumer and business markets have distinct characteristics by which they function. Earlier, importance was given mainly in understanding customer and...
What is Competitive Advantage? It is a truism that strategic management is all about gaining and maintaining competitive advantage. The...
Product development refers to the entire process of conceptualizing ideas, designing, developing and eventually introducing a new product or service...
Michael Porter’s Five Forces Model helps in the determination of the industry attractiveness and in analyzing the prospects of growth...
The world is changing before our eyes and whether one actively participates in that or is a bystander, the changes...
Confronting a No-Growth Economy The main problem facing the global economy is that growth has stalled and excessive money printing...
Marketing of Services has emerged as an important sub discipline of marketing in its own right. It has evolved phenomenally...
In previous articles, we have discussed how media affects society and effects changes in the way people think and act....
Traditional Marketing The world of marketing is literally changing by the minute as marketing is no longer confined to traditional...
In the fast changing globalized and a technology-driven business world, Retail industry over last few decades has witnessed a sea...
Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity....
Advertising is the promotion of a company’s products and services though different mediums to increase the sales of the product...
The previous articles in this module have discussed how Corporate Social Responsibility (CSR) as a business imperative is no longer...
Using the PESTEL Framework to Analyze the Transforming the Indian Retail Industry We explore the Political, Economic, Social, Technological, Environmental,...
Historical Evolution of the Indian News Media By most accounts, the Indian Media Industry is one of the world’s most...
Individual cases are taken and a detailed study of each case is done. Advantages of Case Study Accurate data is...
The mechanism of selling merchandise in small quantities from a fixed location directly to the individuals for their end use...
Why it Pays off to be Clean and Green and to Follow Sustainable Business Practices In recent years, there has...
Definition of Business Ethics Business Ethics refers to carrying business as per self-acknowledged moral standards. It is actually a structure...
Though every Business or Organization wishes to be the market leader in its chosen niche segment, it doesn’t happen that...
Business Marketing: Business Marketing refers to the sale of either products or services or both by one organization to other...
There are primarily three models in business to business marketing: Business Model 1 – Traditional Local Small Business Model The...
A market consists of two parts consumer market and business market. Companies manufacture products for consumer market but business market...
Corporate Social Responsibility or CSR makes for eminent business sense as well when one considers the knock-on effect that social...
Definition of Business Policy Business Policy defines the scope or spheres within which decisions can be taken by the subordinates...
Introduction: The Effect of the Downturn and How Companies Can Cope The ongoing global economic crisis has impacted most of...
We are all familiar with the online buying on the internet. In fact with most people in developed countries, ordering...
Ever since we stepped into internet world, we find a sea of change in the way people buy, communicate and...
Business to Business Marketing refers to transaction of goods and services between two or more organizations. Ways of Business to...
Organization A sells office files, notepads, and all sorts of office stationery to organization B, C and D. Organization A...
Business marketing refers to the sale and purchase of goods and services between two businesses. Let us understand the complete...
You’ve got your business up and running. There’s just a problem. You’re not bringing in enough money. This is a...
What is “Business to Business Marketing” ? Let us first understand the meaning of Business. Any organization or firm actively...
For understanding the buying behaviour of the customers in retail stores it is very important to analyze the customer psychology,...
There is so much happening on the Social Network Marketing scene that Companies now have no option or choice but...
Introduction Blue Ocean Strategy is a concept that has been pioneered by INSEAD Professors, W. Chan Kim, and Renee Mauborgne....
The relationship between the board of directors and the management cannot be described as just being that of a relationship...
Any public limited or private company needs to have a board of directors constituted for the purpose of oversight and...
Companies all over the world use either fixed pricing or book building as a mechanism to price their shares. Over...
Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example-...
Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of...
Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the...
Social Networks provide great opportunity for advertising as well as promoting the brands. The fact that you can present your...
Every marketing management student would have heard the story about origin of branding, that it was initially used to identify...
Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined...
Marketers have various tools at their disposal to build a strong consumer based brand equity. Through this tool, they have...
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as...
Brand management has become quite a challenge for brand managers as well as the Organizations today. Intense competition and the...
Brand Extension is the use of an established brand name in new product categories. This new category to which the...
A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of...
SYMBOLS- Symbols help customers memorize organization’s products and services. They help us correlate positive attributes that bring us closer and...
Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It...
Brand image is the current view of the customers about a brand. It can be defined as a unique bundle...
In the ever-evolving, ever-competitive world of global business, some brands glow white-hot for a short moment, others burn steady and...
Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not...
Last few decades have changed our world beyond recognition. There has been unprecedented progress in all spheres of life. Technology...
Brand management is the process of developing, maintaining, and improving a business’ identity, reputation, and overall perception among its target...
Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another....
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so...
Brand knowledge comprises of brand awareness and brand image contribute to establishing of customer based brand equity. The process is...
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all...
Brand evokes the responses. There are many people who love their Apple iPod or love their car etc. There are...
Brands have a certain value in the market as well as in the balance sheets of the organization that owns...
Branding has emerged as a corporate strategy in the recent times. All business organizations in all sectors have embraced the...
Customer based brand equity is created when brand knowledge comprising of brand awareness and brand image are at highest level...
Generally speaking, broadcast advertising is radio, television, and Internet advertising. The commercials aired on radio and televisions are an essential...
In recent years, there has been an increasing emphasis on governing corporations according to social and environmental norms and ensuring...
Customer loyalty is the foundation of sustained success for any supplier or retailer. A clear sign of a successful product...
In this world of extreme competition, companies with a total focus on customer are going to be the winner. Companies...
Difference between Traditional Advertising and Online Advertising on Social Media When it comes to Advertising in traditional media, the advertisers...
A study of organizations that are the leaders in their particular sphere of business helps business management students learn and...
Strategic brand management’s goal is to develop strong consumer based brand equity. To reach these goal companies have to design...
One of the essential requirements in today’s business scenario is to realize and evaluate the bargaining power of customers. The...
Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA. It...
CRM or Customer Relationship Management is a concept all businesses practice day in and day out. In fact, a business...
What is Big Data? If marketers had all the data about consumers that they can then use to predict consumer...
Is Big Data a Magic? We often hear the term Big Data being used to describe how online retailers as...
Introduction The famous management expert, Igor Ansoff provided a roadmap for firms to grow depending on whether they are launching...
The term “sweatshops” has been used a lot by the American media or the media in developed nations at large....
Scaling Techniques for Measuring Data Gathered from Respondents The term scaling is applied to the attempts to measure the attitude...
E-commerce has taken many companies across the world by storm. Giants like Alibaba.com and Amazon have been created in the...
Internet age and the social web is redefining marketing. Online marketing as well as online advertising and brand promotions are...
“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape,...
“Money does matter a lot.” Advertising Budget is the amount of money which can be or has to be spent...
Advertising campaigns are the groups of advertising messages which are similar in nature. They share same messages and themes placed...
“When a child writes the examination papers, he has to see the result come what it may be, so that...
Ethics means a set of moral principles which govern a person’s behavior or how the activity is conducted. And advertising...
Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying...
Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media...
Advertising is considered as the best tool to make people aware of the product a company wants to sell. This...
“Mass demand has been created almost entirely through the development of Advertising” Calvin Coolidge in the New York Public Library....
Scheduling directly refers to the patterns of time in which the advertisement is going to run. It helps fixing up...
Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market...
We have seen how corporations need to embrace CSR as a paradigm if the challenges of the 21st century have...
Customers are the assets of every business. Sales professionals must try their level best to satisfy customers for them to...
Marketing Research
Introduction Amazon is the world’s largest online retailer and is indeed a pioneer in the online retailing space. Though it...
Analytical CRM supports organizational back-office operations and analysis. It deals with all the operations and processes that do not directly...
The Transformation of Marketing from Scaling to Un-Scaling The Twentieth century was all about mass marketing and marketing to scale...
What are BAU or Business As Usual Strategies and how do they Work? Business as Usual or BAU strategies and...
The advertising budget is a residual expense. This means that every additional dollar that is spent on advertising comes straight...
Business Managers now a days are going back to the business schools to un-learn some of the lessons they had...
Companies in 21st century have to adapt to ever changing environment. At present, companies represent a curious mix of old...