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COVER
STORY
3D
Advertising
- - Tathagata Dasgupta, Kanugovi Sreenath
Conventional
2D in-store media vehicles like banners, danglers, displays,
shelf-signs, cutouts, and posters no longer seem effective
in grabbing customer attention. Moreover, modern retailers
who spend huge money to decorate and build a good ambience
dislike crowding their space with these posters and danglers
and the smudges they leave. When advertisers are searching
for an alternative, it appears 3D POP promotional tools in
general and 3D VPS in particular may fit their bill and which
may soon revolutionize in-store advertising.
© 2005 IUP. All Rights Reserved
AD
BUDGETING
To
Spend or Not to Spend: A New Approach to Advertising and Promotions
- - Emile Gostelie, Rich Hutchinson, Mark Kistulinec and Wouter-Jan
Schouten
John
Wanamaker once said, "I know that half of my advertising doesn't
work. The problem is, I don't know which half." Companies
obsessed with competition may invest irrationally draining
the resources, which could, otherwise, have been utilized
effectively. This article from BCG attempts to figure out
the right Advertising and Promotion (A&P) investment.
© 2005 The Boston Consulting Group, Inc. (www.bcg.com). Reprinted
with permission.
RETAIL
MANAGEMENT
No
Insult Pricing and Promotions
Savvy
shoppers know how to get the best deals and savvy retailers
know how to create these deals while still turning a healthy
profit. But the relentless push by value retailers such as
Wal-Mart and Costco means the days of straightforward pricing
and promotions tactics are gone. Instead, retailers must begin
crafting strategies that build on existing pricing techniques
and focus more on meeting customers' needs and desires. The
potential rewardregaining lost customers and attracting new
onesis well worth the effort.
© 2005 A T Kearney, Inc. All Rights Reserved. Reprinted with
permission.
CRM
Building
a Customer-centric Organization with Customer Experience and
Customer Profitability
- - Sunil Gupta and Bernd H Schmitt
Customers
are the lifeblood of any organization and the heart of the
demand-driven economy. Scores of books have been written about
the importance of customers, ways to provide value to them,
and the need for a company to be customer-oriented. Senior
executives in all industries readily agree that customers
are critical to the survival of a firm, that customers are
their most valuable assets, and that their entire organization
must be customer-centric. Yet, in spite of the apparently
universal acceptance of the importance of customers, the actions
of most firms don't always match this talk. Despite billions
of dollars being spent by firms on advertising, customer satisfaction,
and customer relationship management programs, many firms
still fail to put customers at the center of their organization.
This article looks at this issue in a new perspective and
suggests strategies to build customer-centric organizations
for growth and development.
© 2005 IUP. All Rights Reserved
MEDIA
CONVERGENCE
The
Rise of Telemedia Titans
- - Andrew Cole
A
new industry structure is about to burst onto the scene. The
growing ties between wireless and wireline services portend
an imminent convergence and, yes, possible clash of the titans
of the telecommunications and media industries. The result
will be telemedia, a new market that blends services from
both camps. Television and cell phones. Music and Internet.
Newly reconfigured companies, such as Time Warner, will have
a profound impact in forging a new industry.
© 2005 IUP. All Rights Reserved
TOURISM
ADVERTISING
Advertising:
The Wings of Tourism Industry
- - T Kalai Selvi
This
article analyzes the potential of the tourism industry in
India and evaluates the importance of advertising as a strategic
communication tool.
© 2005 IUP. All Rights Reserved
COUNTRY
BRANDING
How
to Structure and Manage the State Branding Process
- - Bernard L Simonin and Jorge De Vicente
This
article presents a detailed reflection on best practices in
the growing domain of state branding. It focuses on two fundamental
elements of state branding: The structure of the brand;. and
the management of the brand. Four critical dimensions, or
branding spaces are introduced and elaborated upon as the
pillars of an integrated approach to state branding: Public
diplomacy, tourism, exports, and foreign direct investment.
© 2005 IUP. All Rights Reserved
CASE
STUDY
Coca-Cola's
Dasani in the UK: The Public Relations Fiasco
- - K Yamini Aparna, Vivek Gupta
A
company takes ordinary mains water, puts it into fancy blue
bottles, slaps on an exotic name and sells it for thousands
of times more than it cost out of the tap. It sounds like
an idea dreamt up in a boardroom that was too outrageous to
implement, or a far-fetched plot of a television comedy. But
the idea is, with a few modifications behind Coca-Cola's latest
drink, bottled water called Dasani.1 - Matthew Beard, Columnist,
The Independent in March 2004. This is very surprising for
a company as careful and deliberate as Coca-Cola, and a blow
to the trust they're aiming to build with consumers as well
as their strategy to diversify into drinks that can't be linked
to obesity, such as water.2 - Allyson Stewart-Allen, International
Marketing Strategy Consultant & Founder of International Marketing
Partners Limited3 in March 2004.
© 2005 ICMR. All
Rights Reserved. For accessing and procuring the case study
log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
BOOK
REVIEW
Best
Face Forward: Why Companies Must Improve Their Service Interfaces
with Customers
- - Jeffrey F Rayport, Bernard J Jaworski
Companies
are facing demanding customers and a dearth of skilled workers
to service them. At the same time, technology is enabling
managers to recruit machines in front offices. This is driving
down costs and at the same time increasing customer satisfaction.
The book argues that this unprecedented industrialization
of front office services is sparking a revolution in services
that goes beyond the efficiency gained by automation.
© 2005 Jeffrey F Rayport, Bernard J Jaworski. All Rights Reserved.
IUP holds the copyright for the review. |
