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COVER
STORY
Neuromarketing
- - Biju Dominic
The
article `Neuromarketing,' looks into some of the latest developments
in the field of neurology and its implications in the area
of branding. Drawing insights from brain image sciences, neuromarketing
helps to assess consumer decision-making process and enables
the marketer to design products and brands according to customer
tastes and preferences. The article also questions the validity
of conventional concept USP, traditional research methods
and traces the reasons behind their failure with the newfound
knowledge.
© 2005 IUP. All Rights Reserved
MEDIA
& ENTERTAINMENT
The
Whole World is Playing - The Outlook for Video Games, 2003-2007:
A Global Overview
- - Stefanie Kane
PricewaterhouseCoopers
recently published its annual industry forecast, Entertainment
and Media Outlook: 2003-2007, Global Overview. Outlook provides
five-year forecasts of consumer and end-user spending, as
well as advertising spending and market analyses for the entertainment
and media sector's 14 major market segments. PwC found that
video game software is the industry's fastest-growing segment,
with some of the strongest projected future growth. That growth
is contingent upon a number of crucial influences and market
drivers, some of which are in transition. In the article below,
PricewaterhouseCoopers Entertainment and Media Practice Partner,
and Outlook contributor, Stefanie Kane, summarizes these findings
and examines some key factors that are affecting video game
software spending. This article is also based on additional
reporting and research by Mary Shelton Rose, a Director in
PricewaterhouseCoopers' Financial Advisory Services Practice.
© 2004 PricewaterhouseCoopers(www.pwc.com). Reprinted with
permission.
MEDIA
& ENTERTAINMENT
Mobile
Games: Can India Become a Global Powerhouse?
- - Ravi Shankar Bose
According
to market research firms, the mobile games market was worth
$2 bn in 2004 globally, and is expected to grow to $9 bn by
the year 2009. In India itself, it was reported to be $26
mn in 2004 and is expected to grow to $330 mn by 2009. This
is one of the new media industries where India seems to be
on the forefront. India's contribution has not only been limited
to the development of mobile games for the international market
but it is also driving the growth at home. Unlike in software
where the primary market for software developed in India is
abroad, mobile games actually have a huge potential in India.
This article explores challenges and advantages that India
has.
© 2005 IUP. All Rights Reserved
MEDIA
MANAGEMENT
Maximizing
Returns from Brand Spending: Hard Numbers for Soft Marketing
Issues
- - Simon Glynn, Andrew Pierce & Stephen Brien
Many
firms have shifted their brand-related spending to more easily
measured areas such as direct marketing. As a result, the
reservoir of brand equity gets low and important customer
touchpoints are neglected. Here's how rigorous customer science
techniques can maximize returns in those soft areas.
© 2004 Mercer Management Consulting, Inc. (www.mercermc.com).
Reprinted with permission.
PRIVATE
LABELS
The
Evolution of Private Label Branding
- - Meera Mullick-Kanwar
There
has been a rapid shift in mindset about the role and requirements
for today's private label brands. This article suggests certain
strategies as to how a private label should evolve from being
a low-priced, poor quality `me too' product to retailer's
`own' proprietary brand that enhances consumer loyalty and
assures sustainable profit margins to the retailer.
© 2005 Interbrand Corporation. Reprinted with permission.
INTERNATIONAL
COMMUNICATIONS
International Advertising: Sailing through Hostile Waters
- - Amit Singh
Advertising
in international markets is a difficult task for marketing
groups across the globe. The simple reason being that, it's
almost an alien planet to be explored before we land our shuttle.
This article briefly touches upon the issues related to international
communication strategies.
© 2005 IUP. All Rights Reserved
MEDIA
Getting
on the Broadband Wagon
- - Peter Winkler
The
entertainment and media industry is struggling to create business
models based on attractive, user-friendly customer propositions.
Until such models have been established, there will continue
to be a vacuum in the entertainment marketplace that undermines
the traditional ways of doing business. That loud sucking
sound executives and shareholders hear comes from the analog
dollars of the previous era, disappearing into the digital
vortexmost noticeably in the music industry. Even as solutions
to prevent piracy require more attention, it is necessary
to shift the discussion from the protection of content to
profit from content. In this article, Peter WinklerManaging
Director of PricewaterhouseCoopers' Global Marketing Entertainment
& Media Practicelooks at some of the major issues facing the
entertainment and media industry as it redefines the way it
will do business in the new digital age.
© 2004 PricewaterhouseCoopers (www.pwc.com). Reprinted with
permission.
CRM
CRM
and Beyond: Adaptive Marketing
- - Colonel RS Prasad
Adaptive
marketing is an emerging concept that is further extending
the CRM philosophy. Adaptive marketing presupposes that the
organization is practicing CRM. It suggests carrying out continuous
dialog with the customers. The information that is generated
during customer interactions is analyzed in real-time and
the marketing activities are automatically initiated. This
article examines this emerging concept.
© 2005 IUP. All Rights Reserved
E-CRM
e-CRM:
An Introduction
- - Madhavi Garikaparthi
CRM
is a business strategy that includes a series of business
and technology functions that contribute to the successful
management of the lifecycle of a customer. e-CRM is Electronic
Customer Relationship Management (e-CRM). This paper discusses
e-CRM at length, identifies the benefits, and discusses the
process, tools and implementation methods. It also highlights
the role of data warehouses, data mining, linguistic technologies
and finally concludes with a discussion on the future of e-CRM.
© 2005 IUP. All Rights Reserved
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