August 2009

FMCG Marketing needs a change

Soaps, shampoos, sachet  and the ‘sexy’ allure of being a FMCG marketer, probably nothing gets a gingerly fresh management trainee’s on a higher adrenaline rush. And why not so, after all the world of marketing has its origins in the

Book: Integrate or Perish

Pioneering internet marketer Mark Joiner new book Integration marketing is all about getting big bigger and bigger. The author aptly piquet the reader’s curiosity with its sub-title ‘How small business becomes big businesses and big businesses become empires. Divided into

Book :Mining the Minds of the Youth

This book—a compila-tion of the case studies on Indian youth undertaken by CSDS (Centre for the Study of Developing Societies, New Delhi) and KAS, (Konard-Adenauer-Stiftung, Germany), and published by Sage Publications—is the first nationwide study based on face-to-face interviews with

Book: Follow the basic rules

The author Jack Trout explains how the basic laws of marketing and branding, which appear to be obvious, are critical to retain the success already tasted and how not ignoring it can further help in remaining relevant to consumers. Excerpts

Packing a punch!

Well-designed pack aging can create convenience and drive sales. Packa- ging is the buyer’s first encounter with the product and is capable of turning the buyer on or off.” This is how the marketing guru Philip Kotler explains the importance

Kurl-on: A sleeping business!

The adage ‘the more you sleep, the more you lose hence the lesser of it is better’ seems to have been turned on its head by Kurl-on, the largest branded mattress, which has perfected the art of sleeping into a

Interview:”In services marketing, process matters much more than the end-deliverables “

Jessie Paul is one of the few faces who has helped change the image of the country outside. After having spent over 15 years in the services marketing space, she is as familiar as our globalised IT brands in the

Lessons from FMCG success: On the fast track

One of the biggest reasons, eco- nomists suggest for an economic slowdown to graduate to a recession is the hoarding tendency of the people for the worse times. Even though, the slowdown touched our shores as well, its impact wasn’t

Blackberry: Changing Track, Tune and Texture

BlackBerry, which still continues to be the king of mobile emailing, and arguably the most essential portable tool for tens of thousands of high-profile businessmen is changing. Thanks to the rising competition in the high-end and high-stake smartphone market, the