Strategic Marketing

	Strategic Issues 1)Arivind Singhal & Nanadidni Ghosal 2)Dr Ranjan Das & Raveenadra C.
	Agency-Related Matters 1)Ananad halve 2)Riju Trivedi 3)Ravi Shankar 4)M.G. Parameswaran
	Customet First 1)Patricia B.Seybold
	Outside In 1)Muhamed Muneer
	Case study 1)Sulajja Firodia Motwani
	Perspectives 1) Arvind sharama
	Review 1)Book Review 2)Article review
	Foreword
	Lets Talk

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DEMYSTIFYING THE INDIAN MASS MARKET
Arvind Singhal and Nandini Ghoshal analyse the spending behaviours and their implications to lay the mystical Indian mass market bare. The authors contend that changes in the current consumption trends are the compelling reasons for marketers to capitalise on the emerging opportunities. More...

EMAIL:THE KILLER APP
Email has become the one application without which most modern businesses would cease to function, asserts Patricia Seybold, as she weighs the strategic value offered against the threats posed by email to businesses.More...

RESPONSE TO CRISES
Every business should anticipate at least one crisis in a year, if not every month, warns Muhamed Muneer, insisting that the most beneficial crisis communications plan begins with gathering all the troops to consider possible disasters. More...

CREATING BRAND PERSONALITY FOR GENERATION X
In this case study of Kinetic Zing, Sullaja Motwani reveals her recipe for marketing to the young adults, more popularly known as generation X. Read how she addressed the challenge of positioning the brand as "youthful", "fun" and "aspirational".More...