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RACE
TO THE FUTURE
Dr. Ranjan Das reviews the strategic moves of the Indian
Telecom Industry players. He dissects the key strategic
dimensions of these moves and suggests whether they
will facilitate or constrain framing of future strategies
and also performances of these companies.
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A
BETTER WAY TO MEASURE ROI
Sufficient investments are required in streamlining
operations, so that customers find it easier to do business.
If this is not done, customers will defect, says Patricia
Seybold. Measuring what matters to customers will drive
revenues & reduce redundant overhead too, she explains.
|
PROMOTION
PLOT
Sanjiv Kakkar studies the fluctuating fortunes of consumer
promotions. The author believes that, if approached
sensibly, promotions can go a long way towards building
penetration, stimulating growth and developing brand
equity.
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WHY
PEOPLE BUY
The science of shopping is a hybrid discipline, part
physical science and part social science and only part
science at all because it is also an art declares Paco
Underhill as he analyses the factors that influence
shoppers and shopping behaviour. |
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