In their book, Convergence Marketing, Jerry Wind and Vijay Mahajan argue that at the end of the 90s, marketing was taken up by the dominance of Internet marketing with a cyber consumer and the death of traditional marketing. But the cyber consumer was,....Read More
This issue is about consumer choice and decision making. How do, for example, consumers decide between a better looking product versus just a plain albeit a functional one?Read More
According to the BRIC report by Goldman Sachs, over the next 50 years, Brazil, Russia, India and China – the BRIC’s economies- could become a much larger force in the world economy.....Read More
I was in New York recently and looking for a good cup of coffee. As you know every shop in NYC is an eatery, but I could not get my cup of coffee, the way I like it. I hunted for Starbucks as no other Cappuccino would do for me. ....Read More
With increasing brand proliferation, media clutter and noise, marketers are always exploring new avenues to promote brands. One such opportunity is product placement in feature films. ....Read More
As Asia becomes the new growth engine for the world economy, most companies are looking to the region for business. It would, however, be inappropriate to treat Asia as one homogeneous region. A broad segmentation by ASEAN countries, Japan, India and China might.....Read More
Effective marketing means linking the deepest motivations of consumers with product meaning. And this link comes from an understanding of archetypes. An archetypal product identity when created.....Read More
Historically, celebrities were used by a handful of brands - Lux is a name that springs to mind. In the last few years, with growing incomes and the opening up of India, many new product categories have emerged which are more lifestyle related.....Read More
