Marketing mastermind

June '19


Welcome to the Marketing Mastermind

The Marketing Mastermind is a unique digest designed to cover wide range of issues in marketing and sales management. Contents include contemporary articles, interviews, debates, success stories, special reports, marketing practices, case studies and summaries of articles appearing in leading international magazines and reviews of latest books on marketing and CRM.

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  • Marketing Strategy
  • Advertising
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  • Brand Management
  • Services Marketing
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  • E-Marketing
  • Sales Management
Regular Features
  • Editorial: Comment
  • White Paper
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Highlights
  • Marketing Mastermind is a unique magazine devoted to the field of Marketing.
  • Contents include contemporary articles, interviews, debates, success stories, special reports, marketing practices and case studies on marketing.
  • Articles are carefully screened and selected to cover a wide range of issues in marketing and sales management.
  • Contains executive summaries of articles appearing in leading international magazines and summaries of latest books on marketing and CRM.
  • A must read for executives, managers, consultants and students who are interested in developing the cutting edge knowledge and skills in marketing.
Contents : (June' 2019)

Price Economics
Who Pays When I Get Something for Free?

Purabee Purnasha Mishra
CEO, Delight Shoppers Private Limited, Bhubaneswar, Odisha, India. E-mail: purabeemishra@gmail.com

People are attracted to things that come free of cost. Business firms have used this human behavioral trait to attract customers and kill competition. But the questions that consumers should ask themselves are: Who pays when they get something for free? What are its hidden costs?


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

AI
Robotic Process Automation: Creating a Digital Workforce for the Future


Raghav Sanjeev Nyapati
Director of Product Management (RPA and AI), ASG Technologies, Hyderabad, Telangana, India. Email: raghavnyapati78@gmail.com

Automation has witnessed a sea change in the recent years. Thanks to technological advancements, today, the world is moving towards Robotic Process Automation. The write-up throws light on the journey of automation, robotic process automation, its growth and various utility cases. The way machines mimic human actions and how organizations and customers enhance productivity are also explained.

© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Consumer Behavior
Counterfeits and Their Impact on Brands: Consumers' Perspective

Fezeena Khadir
Associate Professor, Department of Fashion Management Studies, FMS Department, National Institute of Fashion Technology, Kannur, Kerala, India; and is the corresponding author. E-mail: fezeena.khadir@nift.ac.in

Angel Mathew
Final Year Student, Department of Fashion Design, National Institute of Fashion Technology, Kannur, Kerala, India. E-mail: angel.mathew@nift.ac.ins

Aneesha Rane
Final Year Student, Department of Fashion Design, National Institute of Fashion Technology, Kannur, Kerala, India. E-mail: aneesh.rane@nift.ac.in

Diljin Krishnan
Final Year Student, Department of Fashion Design, National Institute of Fashion Technology, Kannur, Kerala, India. E-mail: diljin.krishnan@nift.ac.in

Unmani Yande
Final Year Student, Department of Fashion Design, National Institute of Fashion Technology, Kannur, Kerala, India. E-mail: unmani.yande@nift.ac.in


This article analyzes the consumers' perception of counterfeit products and how such counterfeiting affects the image of branded products. The article also examines the relationship between consumers' attitude towards counterfeit products and purchase intention.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

Advertising
Public Service Advertising of Healthcare Service Sector: An Indian Conceptual Framework

Dhananjoy Datta
Associate Professor and Coordinator, Faculty of Management Studies, ICFAI University, Tripura, Kamalghat, Sadar, Tripura West, Tripura- 799210, India. E-mail: dattadhananjoy@gmail.com

Amita Kumari Choudhury
Ex-HOD and Retired Professor of Economics, Department of Economics, Berhampur University, Odisha - 760007, India. E-mail: amitakc@yahoo.com

Public service advertising is used to inform the public of issues that are considered to be in the best interests of the community at large. This article discusses the concept of public service advertising in healthcare service sector, its objectives, benefits, communication process, marketing communication mix, types of communication channels, promotional tools, and the status of healthcare advertising research, in the Indian context.


© 2019 IUP. All Rights Reserved.

Article Price : Rs.50

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