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Foreword
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Connectivity
has emerged as the buzzword in the marketplace.
And going by the rush of events and happenings,
the activity in the Indian telecom industry
can only be described by that ubiquitous phrase
all of us have heard once too often “All
lines in this route are busy!!”
This issue of Strategic Marketing has paid
particular heed to this sunrise sector with
three focus perspectives. In RACE TO THE FUTURE,
Dr. Ranjan Das reviews the strategic moves
of Indian Telecom Industry players and suggests
whether they will facilitate or constrain
framing of future strategies. PRICING FOR
SURVIVING has Rothin Bhattacharya and Kuldeep
Parikh exploring pricing of telecom services,
the experience in other countries and the
success of companies in similar situations
across other industries right here at home.
THE MOBILE CUSTOMER by Abraham Karimpanal
talks about the increasing challenge of retaining
customer loyalty in the cellular industry.
The articles throw up some really keen insights
into the men and machinations that allowed
“Hello” to become the third most
familiar English word in the world.
However, the fact that “Coke” at
number two is still ahead of “Hello”
is proof enough that branding and marketing
still impact lives like no other art or science.
This issue of Strategic Marketing delves into
the marketing basics with Sanjiv Kakkar on
the fluctuating fortunes of consumer promotions
and its role in developing brand equity and
a story by Manoj Khatri on the various aspects
of Integrated Marketing Communications.
All in all, this issue of Strategic Marketing
has a definite sizzle! But like the old ad
saying goes, “Don’t sell the steak,
sell the sizzle.” So I will leave you
here to an issue that is never medium, just
extremely well done… not really rare
in the case of Strategic Marketing!! J
Happy Reading !
BHASKAR
DAS
bhaskar.das@timesgroup.com
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