| COVER
STORY Great
Potential Benefits of Vertical Cooperative Advertising
-- Paul D Berger, Richard C Hanna, Scott D Swain, Bruce D Weinberg
Vertical cooperative advertisingtypically, when an upstream channel member
pays a portion of the advertising/promotional expenses of a downstream member
such as an automobile manufacturer and its car dealerships, or a manufacturer
and a direct marketer of his productscan be extremely profitable to both parties.
It is obvious that the downstream partner is better off when the upstream member
volunteers to pay part of its advertising expenses. What is not so obvious is
the great potential benefit to the upstream member who "volunteers" to pay this
portion. The latter is likely to not be simply acting altruistically! More likely,
the channel member understands the monetary benefit that it will receive from
this volunteeringor else, it would not do so! This article discusses and demonstrates
just how this "magic" occurshow both channel members benefit, potentially dramatically,
from this process.
© 2007 IUP . All Rights Reserved
MARKETING
STRATEGIES Strategizing
Brand Positioning through Distribution Network
-- A M Sakkthivel
This
article throws light on the deciding factors which enable companies to design
brand positioning strategies based on selecting appropriate channel members/partners
who best reflect the brand value and offer value proposition to end-users.
© 2007 IUP . All Rights Reserved
MARKETING
STRATEGIES Online
Ethnography : A Revolutionary Tool for Market Research
-- Bhishma Kukreti
The medium of research in anthropological aspects of marketing changes with
the development in information technology. Online ethnography or virtual anthropology
is a new and scientific study tool for market researchers and this new science
has tremendous scope in marketing. This article discusses the definition, characteristics
and conveniences of online ethnography. It also provides the features of diverse
data sources, online societies and/or social groups, the various common media
of field research, procedures and different features of application of ethnographical
surveys through the Internet. The article also deals with the scope and benefits
of online ethnography from the Indian point of view.
© 2007 IUP . All Rights Reserved
CRM
Involve
to Evolve : The CEM Way
-- Tripti Dhote
In the current competitive scenario, it is not just retaining the existing
customers but even attracting new customers has become a formidable task for marketers.
It seems the market and organizations are finally shifting gears from being product-centric
to a customer-centric. Product, Place, Pricing or PromotionInnovation is the name
of the game. There is a clear emphasis on engaging the customer and offering him
a better control, convenience and choice at each step in the purchase process.
So, the customer is at the helm of strategic priorities and experience has become
a major distinguisher for sustenance in almost every sector.
© 2007 IUP . All Rights Reserved
CRM
Customer
Experience Management : A Journey from Relationships to Experiences
-- Pratibha Abrol and Riya Sharma
Just
when the relationship managers were trying to get comfortable with the idea of
Customer Relationship Management (CRM), a new concept Customer Experience Management
(CEM) emerged. Now the question that arises is: Are we again falling prey to "old
wine in new bottle" syndrome? Actually no, though there is no doubt that CRM sounds
like CEM and both are similar in number of ways, the grounds on which CRM and
CEM are based are quite different. CRM sees the customer's value for the enterprise
as against CEM which measures enterprise's value to the customer. More and more
companies are realizing the power of CEM. It is the one true differentiator that
provides a competitive edge to the firm. A pleasing and a memorable experience
at all touch points goes a long way in garnering a greater market share and customer
loyalty. This article highlights the various dimensions of CEM and how different
it is from its big brother CRM.
© 2007 IUP . All Rights Reserved
CRM
Atithi
Devo Bhava : Indian CRM Way
-- AV Bala Krishna
Atithi
Devo Bhava is a well-known maxim in Sanskrit that has been pursued in its true
spirit by Indians for thousands of years. The Ministry of Tourism, Government
of India, in its latest endeavor to promote Indian tourism, has picked up this
slogan, particularly to drive home to the Indian tourist service providers the
necessity to treat foreign travelers well in order to increase the in-bound foreign
tourist traffic. Atithi Devo Bhava, is a seven-point training-cum- induction program
for the tourist service providers and people involved with the Indian Tourism
such as taxi drivers, hotel service providers, tourist police and passport officials.
© 2007 IUP . All Rights Reserved
BRANDING
Holistic
Branding : A New Approach
-- Sanjit Kumar Roy
With
the rapid globalization and widespread technological developments, marketing as
a discipline is taking a new course. Along with this, traditional branding practice
is slowly giving way to the latest branding practice of the modern times. This
is known as "holistic branding". This article is an introductory note on the evolving
concept. It highlights the basic concepts associated with the new approach and
its importance for companies.
© 2007 IUP . All Rights Reserved
BRANDING
Women
and Branding
-- Sanjay Chaudhri and Peeyush K Saxena
The
modern day Management Pandit and Marketing Guru Philip Kotler said, "Marketing
is more important than production". In an environment as dynamic as the marketplace,
survival depends on the ability to change marketing strategy, in consonance with
the change in the markets themselves. In this context, it is not wrong to assert
that women as consumers wield great financial power. This article endeavors to
pit a few commonly held opinions against equally commonly held beliefs and ignite
thinking on the theme of the inevitability of women consumer-centric branding
on television as the driving force of strategy. While opening up debate on Manufacturing
vs. Marketing, Product vs. Brands, and Commodity vs. Concept, recourse has been
taken to quoting of currently on the air television advertisements, so as to drive
home the concept more lucidly and, perhaps forcefully. It becomes increasingly
clear, as the article progresses, that bigger, better and wider business benefits
are to be reaped when the brand is built, developed and treated as a human entity
on our television screens and straight into our home and collective psyche.
© 2007 IUP . All Rights Reserved
BRANDING
Branding
Rural Tourism for Sustainable Economic Development
-- Hory Sankar Mukerjee
One
of the areas where our country has been recently focusing on is rural tourism.
With rich diverse culture, food, and religion, we have all the potential to grow
in this segment of tourism. What is required is a better branding of the destinations
and a little more focus. Developing rural destinations will give those regions
a source of extra livelihood and help them develop. But lack of air connectivity
and awareness about the benefits of tourism, and the absence of a joint strategy
are the factors affecting the development of tourism in the rural areas.
© 2007 IUP . All Rights Reserved
ADVERTISING
Counteracting
Market Rumors : Role of Advertising
-- Vishnumurty Narra
In
this era of globalization and electronic revolution, almost all organizations
are engaged in the constant pursuit of market expansion through product enrichment
by giving value addition in various forms. Unable to give value enrichment, some
of the unscrupulous organizations are resorting to unleash all kinds of heinous
business rumors with an eye to capture the markets of their competitors. This
article analyzes the different issues related to rumors such as their nature and
classification, spreading tendencies, the conditions for their emergence, various
methods and the appropriate technical channel selection in combating them, and
collection of feedback.
© 2007 IUP . All Rights Reserved
RETAILING
Retail
in India : A New Paradigm for Growth
-- Rakesh Pandey
India's
steady economic growth has been the center of discussions and forecasts by economists
and researchers across the globe. The hope, of course, is that India will fulfill
the Goldman Sachs 2003 prophesy of being "Larger than all but the US and China
in 30 years". The rapid growth in the retail sector can be compared with that
of "product life cycle" in terms of competitiveness. This article focuses on the
brand strategies that must be engineered into the marketing matrix addressing
distinct components of brand value. It also analyzes the most Indian retailers'
initiatives like giving a lot of emphasis on differentiation, international look
and feel, and the use of store design to improve their brand positioning, which
ultimately result in the changing landscape of retail sector in India.
© 2007 IUP . All Rights Reserved | 
