| COVER
STORY Medical
Tourism in the Digital Era
- - Shankari L
This
article outlines the significance of medical tourism and also explores the possibilities
of enhancing foreign exchange of India by attracting foreign patients to our country
by offering them quality healthcare packages at incredibly low costs, coupled
with tourism. It also touches upon the trends in this industry in other countries
so that the experiences of other countries can be used as lessons/eye-openers
for our country.
© 2007 IUP . All Rights Reserved
BRANDING
Sensory
Branding : A New Wave in the Ocean of Branding
- - Noopur Agrawal
All
our understandings and perceptions are the end results of our senses. From the
sight of a rising sun to the scene of a moonlit night, our senses tell us where
we are. In much the same way, our senses also inform and influence our buying
experiences. They provide the milieu by which we form opinions and personal connections.
This article makes an attempt to explain the recent wave of sensory branding in
the ocean of brand management and comes up with the modus operandi of sensory
branding to establish a vivid understanding of the new theme.
© 2007 IUP . All Rights Reserved
BRANDING
The
Effect of Branding in Purchase Decisions
- - Bedabal Ray
Brands
never come cheap and are a luxury for many. Some people feel brands are image
enhancers, and only the rich and upper-class can afford them as brands have become
part of their lifestyle. Young corporate professionals believe that to climb the
social ladder they need to go in for quality brands. Brands, like the "Bentley"
or "BMW" are now within reach of many Indian CEOs, hence, they want to flaunt
these lifestyle accessories to achieve corporate goals. Thus, these image enhancers
are becoming synonymous with success.
© 2007 IUP . All Rights Reserved
BRANDING
Destination
Branding : A Conceptual Framework
- - Smitha Das and Devi V
Destination
branding is not simply a practice of developing a symbol or a sign. It is all
about identifying and communicating the distinctive components that have greater
impact on consumers in order to retain them. This article speaks about the concept
and significance of destination branding and how a particular brand is retained
in the minds of consumers. It also throws light on some country-wise examples.
© 2007 IUP . All Rights Reserved
BRANDING
Branding
: A Quintessence of Todays Business
- - K Sangeetha
Brands
have become indispensable in every walk of life. The changing dynamics of consumer
behavior and market demands compelled the marketers to provide customer solutions,
innovatively, which led to the emergence of different trends in product branding
and positioning in the marketplace. The end result of such branding activity is
higher product visibility and increased awareness in the marketplace which generates
surplus revenue to the corporate. The recent technological advance of wireless
media/Bluetooth technology have made branding strategies easier and a great success.
In short, branding has become the Holy Grail of today's and tomorrow's business.
© 2007 IUP . All Rights Reserved
RETAILING
Future
of Mall Retailing in India : A Reality Check
- - A M Sakkthivel
Mall
Retailing has become a new phenomenon in the lexicon of the Indian retail sector,
which is fueled by the growing aspirations and buying power of today's generation.
An ideal combination of shopping-cum-entertainment lures consumers to enjoy this
type of retailing. However, an array of questions are raised about the robustness
of this model of retailing in providing profitability and value proposition to
the participants (sellers and buyers). This article aims to discuss those factors
that govern the future of this retail model and the appropriate measures to be
taken to strengthen the effectiveness of this model, which could be mutually beneficial
to sellers and buyers.
© 2007 IUP . All Rights Reserved
ADVERTISING
Effective
Online Advertising
- - AV Bala Krishna
A
growing trend of avoiding advertisements on traditional media coupled with proliferation
of technologies in the form of the Internet has led to many new developments in
the field of advertising. Online advertising is one such form that is slowly displacing
the traditional media of advertising. Advertisers, taking cue from the increased
tendency of people to spend more time on the Internet, started using new advertising
strategies to reach their target audience. However, a few challenges such as unequal
distribution of access to the Internet throughout the world, demand-supply gap
for advertising professionals, spurious ways of duping advertisers, etc. pose
a threat to this newly flourishing industry.
© 2007 IUP . All Rights Reserved
ADVERTISING
Museums
without Walls : The Remixing of Marketing and Advertising
- - Suresh Sood
Just
imagine if museum guests can witness and experience the skies over ancient Egypt.
Museums are not restricted to just creating "immersive" experiences, but have
the opportunity to create experiences that can be "transformative", starting or
finishing out of the museum-at home, in the workplace or on a vacation. Second
Life virtual world enables museum staff as avatars, to dress in relevant costumes
and narrate stories, myths and lores around the artifacts. Marketing and advertising
executives can help accelerate the reinvention of museums by unlocking greater
middle-class spending in China and India to incorporate museum visits as well
as redefining the notion of the museum for the growing new market of seniors.
© 2007 IUP . All Rights Reserved
BRAND
MANAGEMENT Savoir
Faire : An Essential for Brand Management
- - Aditya Prakash Tripathi
This
article endorses a number of aspects of the existing brand theory and provides
a comprehensive model for thinking about how brands as well as customers behave.
It shows why marketing must be integrated across all media, consistently over
time, and incorporative of all brand touch points and tries to establish some
eye-opening relationships between brands and their creators and marketers and
comes up with suggestions to have a proper configuration in the minds of the consumers.
It also sheds new light on the importance of other techniques for gaining access
to the mind: Permission, Differentiation and Relevance, being three of the most
important of these.
© 2007 IUP . All Rights Reserved
TRENDS
AND INITIATIVES Advantages
and Management of Corporate External Blogs
- - Bhishma Kukreti
Corporate
External Blog generated by the Internet is one of the revolutionary tools for
the marketing community. Many corporations have their external blog and others
will have their internal and external blogspheres in the near future. This article
describes various advantages like an organization's interactivity with prospects,
viral marketing, consumer generated marketing, etc. by creating corporate external
blogs. It also deals with the essential launching factors for creating a corporate
external blog and peeps into the components of strategy for operating this type
of blog. The author also briefs about the maintaining, managing, monitoring and
measuring methodologies for corporate external blogs.
© 2007 IUP . All Rights Reserved
CASE
STUDY The
Making of `The Da Vinci Code' : The Recipe for a Blockbuster?
- - Kisholoy Roy and Sumit Kumar Chaudhuri
© 2007 IBS Case Development Center, Hyderabad. All Rights
Reserved. | 
