Welcome to Guest !
 
       IUP Publications
              (Since 1994)
Home About IUP Journals Books Archives Publication Ethics
     
  Subscriber Services   |   Feedback   |   Subscription Form
 
 
Login:
- - - - - - - - - - - - - - - - - -- - - - - - - - - - - -
-
   
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Welcome to the Advertising Express

August '11

Previous Issues

The Advertising Express is a unique digest in the area of advertising and marketing. Contents include contemporary articles, interviews, special reports, success stories, market reports, case studies and summaries of articles appearing in leading international magazines and reviews of latest books on advertising, marketing and sales management.

Privileged access to Online edition for Subscribers.
Editorial
Focus Areas
  • Market Research
  • Brand Management
  • Copywriting
  • Client Management
  • E-Advertising
  • Advertising Ethics
  • Management of Advertising Firms
  • Advertising Express is a magazine in the area of advertising and marketing.
  • Contents include contemporary articles, interviews, special reports, success stories, market reports, and case studies on advertising and marketing.
  • Articles are carefully screened and selected to cover a wide range of issues in advertising and marketing.
  • Contains executive summaries of articles appearing in leading international magazines and summaries of latest books on advertising, marketing and sales management.
  • A must read for executives, advertising professionals, advertising companies, marketing executives and students.
 
Regular Features
  • Editorial
  • Case Study
  • Bookshelf
  • Book Review
Articles
   
Price
(INR)
Buy
Leadership Strategies of Market Sustainability Through Competitive Intelligence
College Marketing: Focusing on Youth in Selling Mobile Phones for Sustainable Development
Green Marketing: Recalibration and Disposal of Exhausted Product Earns for Itself
Emotional Branding
Building Ethical Brands to Generate Customer Loyalty
Indian Retail Industry: Recent Trends
Rising Aspirations of Indian Consumers: A Booster for Modern Retail
Select/Remove All    
Contents
(August 2011)

Leadership Strategies of Market Sustainability Through Competitive Intelligence

-- Arun Bhatia and Rashmi Bhatia

Winning is all about staying ahead. The world recognizes only the winners. In this era of globalization, firms are striving hard to sustain and maintain their position. Today, if the leaders of the organizations have to sustain, they need to compete with their rivals. And to compete, they need to outline strategies based on the competitor’s actions and reactions and plan in a futuristic style taking into account all the favorable and unfavorable conditions: political, social, economical and environmental considerations.

Article Price : Rs.50

College Marketing: Focusing on Youth in Selling Mobile Phones for Sustainable Development

-- Kavitha R Gowda and K S Gopalakrishna

College marketing (a part of youth marketing) refers to the activities of the marketers focused on college students falling in the age group of 18-23 years to increase the sales of products like mobile phones, shoes, T-shirts, cosmetics, computers, etc. There has been a considerable rise in household income in urban India, due to the rise in the number of working women. The resultant increase in the disposable income has thus made it easy for children to have what they want from their parents. This has attracted the marketers to device strategies in college marketing to increase their market share. This article attempts to understand if the marketing strategies focused on the college segment to sell products like mobile phones can help sustainable development.

Article Price : Rs.50

Green Marketing: Recalibration and Disposal of Exhausted Product Earns for Itself

-- Andrew Franklin Prince, Reuban Jacob
and Jerrin M Philipose

In this era of technologically-advanced educated world, products developed considering ecological aspects have more mileage than the regular products. Consumers’ awareness of proper disposal of exhausted products is the need of the hour. The products demanded by the customers could be recalibrated to be used further as homogenous or differentiated products. Meanwhile, the products which cross the bar of recalibration could be disposed by the manufacturer. However, product disposal, is yet to find a prominent ground in India. The culture of corporate organizations trying to bag the sensible customers by providing the right kind of product with a tag line of ‘eco-friendly’, has just kick started. At this juncture one may think, is Corporate Social Responsibility (CSR) a good initiative only in papers?

Article Price : Rs.50

Emotional Branding

-- Namita Shrivastava

The article highlights the emotional quotient that drives a person to purchase, repurchase and become a regular and therefore a loyal customer towards a particular brand. It emphasizes on the emotional factor which can be used efficiently, effectively and optimally to stimulate the customers to not only purchase a product but also become brand loyal. The article puts forth relevant examples of marketers and brands that are already using this strategy. It is working wonders for them. Lastly, this article sheds light on areas that marketers are still opinionated to tread on. It focuses on the importance of using emotional branding as a tool to create and maintain loyal customers, thus ensuring a company’s success.

Article Price : Rs.50

Building Ethical Brands to Generate Customer Loyalty

-- Priyank Azad

In an intensely competitive environment, it becomes very crucial for any organization to maintain and enhance professional relations with its customers. This will help the organization in retaining and generating loyalty amongst its customers. However, considering the number of competitors and the huge product assortment, it is very difficult to create loyal customers in today’s time. One good strategy to gain a set of loyal customers is by building a brand that is perceived as ethical by the customers. An ethical brand can assist an organization to gain the trust, love and confidence of the customers which in turn will make the latter more loyal towards the brand and will also help the organization in earning higher profits.

Article Price : Rs.50

Indian Retail Industry: Recent Trends

--Priyanka

Since the last few years, retailing is the most dynamic and attractive sector of India. Retailing industry is not new to India; it was there since ancient times. Things have changed in the recent past as new, big and world players are entering India’s retail sector. The expansion of retail sector in India is due to the growing purchasing power. Mostly, post-liberalization, there was a vast inflow of a range of goods and newer distribution and supply systems. The current retailing arrangement has gained thrust from diverse sources.

Article Price : Rs.50

Rising Aspirations of Indian Consumers: A Booster for Modern Retail

-- Deepali Moghe

The face of Indian consumer is rapidly changing. Global meltdown is history now and market scenario looks quite promising despite inflationary trends. More than half of the population has grown in post-liberalization era and has been exposed to western lifestyle from an early age through television, Internet and other media. There is heavy increase in disposable income, especially in service sector which is acting as the single largest driver for consumption. This maturing market scenario is fueling the prospects of modern retailing further. Global economic crisis has made this sector wiser and with paradigm shift observed in the consumer behavior, modern retail sector seems to be all set again to ride on the wave of shoppertainment. An attempt is made by the researcher in this article to systematically study and analyze the changing profile of urban Indian consumers and its likely impact on modern retail sector.

Article Price : Rs.50

 

Search
 

  www
  IUP

Search
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
 
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
 
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Click here to upload your Article

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

more...