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Foreword
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We seem to live in a world that is so fluid, that
Toffler once referred to it as terra icognita –
the unknown land.
What a lot of companies are doing – and rightly
so if I may add – is looking at tomorrow. There
seems to be a virtual paranoia about what this tomorrow
will bring. I hear of this very often and I always
remember a Peanuts strip I once read. It had Snoopy
reassuring Charlie Brown “Don’t worry about
the world ending today” he says, “Its already
tomorrow in Australia”. Remarkable insight from
my all time favourite canine!!!
This issue of Strategic Marketing focuses on what
leading thinkers and practitioners feel about tomorrow.
We have Goutam Rakshit sharing his views on the tomorrow
that faces most ad agencies. His views are adroitly
complimented by Meenakshi Madhvani on how media planning
and buying agencies will have to continually innovate
and expand their logic of existence.
Besides this we at The Economic Times and Strategic
Marketing, truly believe in empowering our readers
to be successful – for today and for tomorrow.
To that degree, we firmly believe that the power of
knowledge is what will make the difference and separate
the men from the boys.
Other than that, this issue is packed with some real
cutting edge stuff. We have Adrian Mendonca and MG
Parmeshwaran extolling perspectives on the Indian
advertising scenario. We take a look at the brass
tacks of service and consumable marketing with Gaurang
Shetty of Jet Airways and CK Ranganathan of CavinKare.
One new innovation I would like to bring to your notice
is called Turning Point. This is a small box at the
end of certain articles that marks the “turning
point" (literally) as in, turn to the next article.
It is a kind of a breather and carries “quotes"
from respected marketing professionals.
All this notwithstanding, this issue seems to be quite
a whiz-banger and full of some really good reading!!!
And if you do happen to be one of those, who like
Charlie Brown, is hassled by what tomorrow brings,
there is a nice quote I came across that is just for
you: “Remember, today is only yesterday’s
tomorrow!!”
HAPPY READING!
BHASKAR
DAS
bhaskar.das@timesgroup.com
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