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COVER
STORY
Ambush
Marketing:Strategy, Consequences and Remedies
- - Rajesh S Modi ,Raju M Rathod
The
article addresses the key issues of `Ambush Marketing' such
as strategies, consequences and remedies. There are mainly
two major forms of ambush marketing, they are, Direct and
Indirect forms of ambush marketing. As far as direct forms
are concerned, legal remedies are available, but in the case
of indirect forms, which are more complex and subtle in nature,
no remedies are available. Of late, many countries realize
the need for designing specific laws to cope with ambush marketing,
as in the absence of such legal remedies, sports funding will
be severely affected, sponsors and event organizers will be
discouraged and business houses may develop unethical business
practices.
© 2004 The ICFAI University Press. All Rights Reserved.
BRAND
MANAGEMENT
Branding
vs. Value Creation
- - Jayant Bhandari
Companies
differ in their approaches towards brand management practices
as it has various dimensions and is done through several ways.
This article attempts to explore and expose all those brand
management practices, which cannot be considered as ethical
and effective. Read on to know why various brand management
approaches are actually daylight robberies and understand
the correct approach towards brand management.
© 2004 The ICFAI University Press. All Rights Reserved.
CRM
CRM
Strategies in action
- - Dr. Kaushik Mukerjee
This
article provides useful insights into the concepts and practices
of CRM. The essential elements of CRM are explained, which
can be useful while creating winning CRM strategies. Read
on to know more about the essentials of CRM: Contact audits,
channels, personalized services, easy and quick procedures,
real value-for-money, total solutions, lifetime services,
etc. The article describes the concept using several cases
and real life examples.
© 2004 The ICFAI University Press. All Rights Reserved.
MARKETING
STRATEGY
Logistics
and Customer Value
- - Mohita Yalamanchi
Logistics
can bear a principal responsibility in the task of creating
value for the customer. Customer value can be created through
product availability, timeliness and consistency in delivery,
ease of placing orders, and other elements of customer service.
A number of new tools and approaches have emerged as proactive
elements of the logistics response to the task of creating
value for the customer. Some of the most prominent and comprehensive
ones are: Emphasis on logistical customer service, management
of the supply chain, and development of strategic alliances.
Many firms have also taken significant steps in terms of identifying
and implementing quality improvement processes in the logistics
area.
© 2004 The ICFAI University Press. All Rights Reserved.
SERVICES
MARKETING
Managing
Services in the New Millennium
- - Prakash c karlapudy
This
article attempts to raise some issues in the service sector
specifically relevant to customer satisfaction and service
quality that are important for service managers to be successful
and to get as much out of the process as possible. The intent
is not to provide prescriptive advice, or formulas for finishing
a thesis or 12-step programs for becoming a better `Service
Manager', but to raise awareness on how to increase employee
competence in service quality and customer service skills
that are essential in sustaining the existing customer base.
© 2004 The ICFAI University Press. All Rights Reserved.
RETAILING
Challenges
Faced by IndianRetail Industry
- - Tarang Vaish, L V Sandhya Bala,G Swaroop Reddy
Indian
retail industry is going through a transition phase. Most
of the retailing in our country is still in the unorganized
sector. The spread out of the retails in US and India shows
a wide gap between the two countries. Though retailing in
India is undergoing an exponential growth, the road ahead
is full of challenges. Read on to know more about the state
of retailing as well as the major problems and challenges
faced by retailers in our country.
© 2004 The ICFAI University Press. All Rights Reserved.
RURAL
MARKETING
Challenges
for Marketing in Indian hinterland
- - Pankaj priya
This
article discusses the present scenario in the rural sector
and identifies various challenges for the marketer. It also
cites some success stories of dealing effectively with the
challenges and shows the pitfalls of blindly emulating these
examples.
© 2004 The ICFAI University Press. All Rights Reserved.
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