• New Urban Families - the emerging microcosm of the marketplace!

• Time was when parents wouldn’t listen to their kids when it came to making purchasing decisions! Now the tables have turned…

• Marketing to the kids could be your passport to growth. Companies are using this segment to rake in profits

• The need to understand the consumer psyche in order to clinch the sale

• "I thought I was indecisive, But now I am not too sure.” Unravelling the consumer’s decision-making process

• Feminists have often come down hard on men, condemning them all as being the same. This time there is irrefutable proof that at least all Indian males are not alike.

• Teens have always been the most enigmatic market segment. The difficulty in predicting their behaviour is only compounded by the immense potential the segment holds for marketers

• The decibel levels in the cellular market are increasing with service providers stepping on the gas. Not to be left behind, handset manufacturers are using precise segmentation to carve up their share. Divide and rule seems to be working!

• The rising use of economic power by women is the next big trend on the horizon.

• Indian women are set for a major metamorphosis as their participation in society continues to increase.

• Indian Consumers are not the same anymore.

• With a retail strategy, customers will start rolling in!

• Building equity — what retailers are re-storing to.

• Make every customer interaction a delightful one! Follow the MIPE method.

• The real competition is in the mind of the consumer

• Laying the foundation to Developmental Relationship Marketing

• Developmental Relationship Marketing (DRM) – a new tool for marketers to connect with the consumer.

• The new age consumer trends

• A model that talks about different types of consumers and their evolution.

• A primer towards the science of shopping

• The consumer of the 21st century is wandering in search of an identity!

• The Consumer – Brand connection

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• Portfolio roles that help brand architecture

• Build brand architecture using the right design of product-market context

• BBC and Gillette build their brands…

• So many customers! How does an organisation decide the key accounts?

• How DHL selected their Key Accounts...

• How can an organisation develop and implement a KAM strategy?

• In today's brave new world, sounds and products are being fused together to create a unified identity. Sound images are elementary components of brands. Sound identity gives brands a personality. "Acoustic Branding" is the way to achieve this.

• Whether instant display on billboards or direct messaging through mobile phones, Instant Branding seems to have become the focus of marketers. How has this altered campaigns today?

• Chameleon brands are the new breed of brands on the marketing horizon. What are their characteristics? Read on to find answers!

• Brands(z) for life

• Mathematical Approach to Brand Equity Valuation

• Living the Brand with Joy

• Relationship marketing as practised in various sectors along with some effective tips on using your customer’s database.

• Tracing the 'Sui- Generis' (origin) of Relationship Marketing

• If you can't build a relationship with the customer, where is the bond that will retain him?

• Strategies to build successful on-line brands

• Consumers talk of great experiences on the web. How do you provide them that?

• Building strong digital brands is not an overnight task. Promise and delivery is the first step

• The brand’s value depends on its environment.

• The Brand Asset Valuator helps to measure the brand’s strength and stature in the market.

• Using InterBrand’s Brand Strength model to evaluate the brand

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• Despite initial hiccups, the Web is one of the fastest growing and most measurable media of all time. So are you netvertising?

• Steps to draw traffic to your site through effective advertising...

• Methods, Means and More towards effective Web Ad Measurement…

• Corporate reputations are fragile. How do you manage them?

• Strategies, tools and the ADEPT model for better reputation management

• PR companies to the rescue when the company faces a crisis

• Flight, continuity or burst? What should be the frequency of ads? Advertisers need to ensure both reach and economy in advertising.

• Planning a killer online media strategy

• Performance of an ad: Optimising the campaign

• Absurdity: Advertising takes a weird turn

• Rich media advertising takes its toll

• The Case for Banner Advertising

• The future holds the key to what PR will be.

• E-mail hoaxes can have drastic effects on a company’s standing.

• What should the new digital PR practitioner learn?

• Building brands through sales promotion

• Case: HLL: The Giant’s strategy in building brands

• Sales promotion factors influencing Brand-building

• The role of Indian women in advertising vis-à-vis men

• What goes on in genderising brands and services?

• Issues relating to brand by gendering

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• ‘Consultative selling’ can help boost your sales

• A two-dimensional view to consultative selling.

• Consulting to sell!

• A case for consultative selling!

• Though there are no tools available to make 100% accurate predictions of future sales volumes, forecasting techniques can help sales managers to a large extent.

• Art or science, whatever it may be, the primary aim of sales forecasting is to provide error-free predictions of future sales volumes. How can the pharma industry use forecasts?

• Forecasting for a profitable future.

• The trend in the years to come is SFA!

• SFA is the new buzzword for Sales

• Choosing the wrong sales process to automate your business, without proper analysis and deliberation can lead to failure. On the other hand, the right sales process can help in maximising return on investments

• Using a perfect gel of the three types of relationships

• Building successful relationships on the foundation of trust

• 3 keys for successful client relationships

• Ask the right questions, and listen attentively!

• Presentations to bridge the gap in the prospect’s mind.

• Selling is all about communicating effectively

• An Orchard Full of Fruits – Referrals

• ‘Sale’ing on Referrals

• Eight Equals Twenty-Four

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• The other side of the Network Marketing

• Trace the emergence of the Oriflame and Amway woman..

• A plethora of products, direct selling and distribution networking makes Tupperware successful in India

• Chalking out an initial programme to build relationships

• Marketing assumes a new connotation in the one-to-one world where it requires new skills as well as learning about both technology and customer

• Trailing the tracks of car manufacturers who use direct marketing to build relationships with customers

• The other side of the Network Marketing

• Trace the emergence of the Oriflame and Amway woman

• A plethora of products, direct selling and distribution networking makes Tupperware successful in India

• Value. We often talk about it, but what does it really mean? How do we ensure that our customers perceive it?

• When we appeal to the senses in the retail environment, we improve our customers' shopping experience and their enjoyment of the product. The powerful motivators of scent, sound and taste

• Like merchandising, space management is a mix of science and art. Planogrammers take data collected from point-of-sale systems and combine it with their knowledge of the potential customer to create a shelf design that encourages more sales.

• Is it really a conflict? Accurate diagnosis is half the problem solved.

• Channel conflict – the symptoms and contributing factors.

• Each stage of conflict needs a different prescription.

• Retailing industry and the category killers that shaped it!

• Welcome to the entertainment economy!!

• Multi-brand or a single-brand retailer?

• Differentiating through retail brands

• Limitations and pitfalls in inventory management!

• Virtual warehouses need to get physical!!

• Clicks, clicks everywhere but not a successful e-tailer in site!

• "Reverse Logistics" is much more than just saving the environment

• Making sense out of strategies in Logistics...

• Want to improve your supply chain? Implement the seven commandments.

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• What are the factors that impact exports?

• Questions that you need to ask before jumping into exports

• Knowing how to learn in the information-centric global market is the central skill that allows a company to move up the value curve

• Become a global player in a single, borderless market!

• The bigger the market, the more specialised you have to be!

• Before an organisation decides to go global, it has to consider the environment of the target countries.

• An action plan for success in global markets

• Four configurations that assign responsibility for global brand leadership…

• Create a culture of knowledge sharing and encourage support for the global planning process!

• What are the reasons for the success of "Corem Rose", a small designer handbag business that has made rapid strides within two years of operations?

• AT&T's high-speed Internet data services division has managed to claw its way back to profits with an inspired e-mail campaign titled "The fish tale". How did it manage such a turnaround given the tough overall industry situation?

• Is the success of global giants like GE, GM, Ford and others judged by their market share? If yes, you are mistaken. Learn why.

• The ‘Country of origin’ as a brand influencing Decision-Making

• Venture out! Or the open markets will close you down!

• Increasing competition is pushing companies to seek fresher pastures!

• The key market trends driving global brand leverage

• Cost and Quality are not enough! Create a brand identity in the global arena.

• Brilliant brand building, a synthesis of global strengths and local differences.

• Should companies promote a global presence or a local defence?

• Coke’s bottle of desire

• Drinking success through Brand Equity

• Blueprint of the international brand

• Gillette leads by example

• Building brands around corporate ethos or the product halo?

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