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Latest Articles in marketing

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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FCB Ulka Launches Startup Specialist Offering Bushfire

Bushfire is a new kind of marketing and communications agency that is equipped to provide start-ups with all the services they would require in a menu format

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Cognitive Marketing, AI And The Future Of Advertising

Artificial intelligence is developing increasingly rapidly and is now beginning to impact practically every part of our lives

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Is The 'Experience' Economy Making A CMO's Role Redundant?

The future CMO will have the opportunity to be the enabler and evangelist through the value chain across business, brand and people

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Retailers Think Digital: Samir Modi-led Twenty Four Seven Plans Agressive Marketing

The Twenty Four Seven chain of convenience stores is all set to change its marketing strategy to take on online behemoths

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A Guide To Marketing To Millennials In India

One group that is now extremely important to brands are millennials, those born between the early 1980s and the turn of the century

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Non-Intrusive Advertising Is Smartest Way To Get To Consumer

Facebook keeps a track of your likes and shares and delivers the exact content the user is looking for. Google, on the other hand, does the same by offering the best ad based on the user's data

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Direct Selling — The Next Stage In The Indian Marketing Revolution

Direct selling has become an extremely popular marketing model across the globe because of its tendency to cut costs, and increase rates of profit

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Case Study: What Is Your Answer, Joseph?

“Internationally we are known to be rude, aggressive, tip poorly, treat retail staff like personal servants and then complain about poor service.” — V. Rajesh, retail consultant, in his blog An Indian and a Retailer

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