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Latest Articles in marketing

Banking On Chatbot

Soon industry will witness new bot development framework called Conversations as a Platform & it will make bots that understand the human voice and use machine learning to answer questions and deliver useful information

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“To Reach 2 Million Stores By 2020”

Danone India managing director Rodrigo Lima tells Ashish Sinha what the company is aiming for

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'Don’t Start With Marketing Plan, Start With Product'

There’s more to the entrepreneur-turned-author Nelofar Currimbhoy, the President of the Shahnaz Husain Group of Companies, than being the daughter of the doyen of beauty entrepreneurship in India

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How Gamification Can Be Used To Grow Consumer Engagement

For the new-age consumers who leverage technology for entertainment and shopping, gamification is a smart tool to engage with them in a way they best prefer. It creates an opportunity to expand the reach through an owned platform

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Case Study: Branded For Life

“Leadership is about taking extreme ownership. It means you alone are responsible for all mishaps. You cannot pass the blame” — Parag Kar VP, Government Affairs, India and South Asia at Qualcomm

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Case Analysis: Focus & Culture

Employees follow a leader’s actions not mere words in a statement

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Case Analysis: Why Trust Is Key

A consistent brand does not emerge from conformist employees

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Case Analysis: Retail Reality

A brand needs to drive business to its store. Just being in a good mall is not enough

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Marketing To The 'Always Connected' Customer

With traditional brand marketing moving the digital way, technology players have shown great interest in adopting it to boost their revenue prospects

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Case Study: To Be Or Not To Be In A Mall

“Your premium brand had better be delivering something special, or it’s not going to get the business” — Warren Buffett

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Case Study: Store Big, Mall Bigger

“An undiscovered genius has no value in the marketplace.” — Bernard Kelvin Clive, personal branding coach and brand strategist

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Case Analysis: The Retail Conundrum

Zero visibility indicates a breakdown of ‘partnership- based communication’ between mall and brand

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Case Analysis: Mass Versus Premium

StratNext’s biggest dilemma here is whether the brand should be regarded as ‘massmarket’ or ‘prestige’

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Case Analysis: Location Is King

Merely being present in a mall is not enough. Ensure location within the mall is also right

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Case Analysis: Blaming The Pitch

It is time to focus on tuning the game to the playing conditions

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