Marketing Practice

Article Review : What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation Journal of...

A recent article in ET mentions that the challengers in the Rs 7000 crore toothpaste market like Anchor,Ajanta Babool and Vicco were wipe...

It feels good when a brand innovates on an idea that benefits not only the brand but also the community. One such innovation is the childr...

Professor Franziska Volckener and Professor Henrik Sattler of Institute of Marketing and Retailing, University of Hamburg, published a ver...

While discussing the components of an effective marketing strategy, marketers often is in two minds about the overall direction of their st...

In most of the marketing literature, branding strategies are usually skewed towards large businesses. The nature of these strategies also de...

Last day, my colleague got simultaneous service calls from 3 branches of a reputed car service firm. The call was made three days after he h...

According to Berry and Parasuraman (Marketing Services: Competing through quality), Internal marketing is attracting , developing, motivatin...

Indian companies are not well known for innovation. In comparison with the global counterparts, Indian firms have so far shied away from inv...

American Marketing Association defines brand as a name, term, sign, symbol or design or a combination of them, intended to identify the good...

It is interesting to see how many companies realize the importance of marketing in their corporate strategy framework. Most firms have reali...

When Tata Motors launched its sub 1tonne commercial goods carrier- Tata Ace in 2005, it created a huge change in the small commercial vehic...

Seldom does brands hit upon wonderful ideas that capture the attention of the consumers. During the last IPL season, Vodafone hit upon such ...

Marketers are now faced with intense competition at one hand and a media clutter on the other hand. These issues are going to aggravate in t...

Brand portfolio decisions are strategic in nature. These decisions have very powerful impact on the entire brand architecture and marketing ...