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TRUTHS ABOUT INTERNET ADVERTISING
Wherever there is content, there will be advertising and the World Wide Web is no exception. The trick is to design ads that communicate the desired message to the right people at the right time, contends Sandeep Krishnamurthy.

CREATING A POWERFUL SERVICE BRAND
For many years brands were built around tangible products. But today branding of services has emerged as an important marketing area. Jagdeep Kapoor spells out 30 tenets that go into building a powerful service brand.

TOWARDS A COLLABORATIVE APPROACH…
Sam Balsara charts out the evolution of client-agency relationship and offers his perspective on how cohesive approach can lead the whole to be bigger than the sum of its parts.

THE TWELVE BROADCASTING COMMANDMENTS
Success in Television broadcasting goes beyond good programming. LV Krishnan and Akash Chawla put forth winning strategies for a forward-looking TV channel.

MANAGING CHANNELS FOR RESULTS
In today’s fast changing environment, supply chain management is assuming growing importance. Adam J. Fein analyses the macro trends of the SCM industry and suggests strategies for success in channel marketing.

NICEJET AIRLINES: EXPANSION PAINS
Arvind Sahay presents an interesting case study of a low-cost European Airline Company called NiceJet that is contemplating expansion plans. Competition is intense and NiceJet must re-position its brand in order to take on heavyweights like British Airways. What should be the strategy?