G.V.S. Sreedhar
Showing all 10 books
With growing competition in the marketplace, firms are engaged in a constant search for better ways of communicating the various features of their products and of marketing them effectively. With media proliferation, firms have found traditional marketing and communication methods wanting in terms of their return on investment. Many other factors like more educated and demanding customers, shorter product lifecycles and growing competition have also added to the ...
Today's markets constantly see the introduction of new products and services. In an effort to woo consumers and create a strong differentiation, companies are constantly innovating and trying to improve their products on various counts like usability, design aesthetics, pricing, experience and so on. To add to this, consumer research shows that a majority of today s consumers make their final buying decision at the store shelf. Various circumstances such as these ...
The phenomenon of globalization and the growth of the Internet and broadband are slowly transforming the world into a global village. This blurring of physical limits has enabled companies to expand the scope of their operations to a global level. For companies going global, the basic need is to market to consumers of different regions with different cultural identities, values, beliefs and traditions. Such companies attune themselves to the prevailing cultural ...
In order that marketers occupy a large space of the consumers’ mindspace, the former have had to introduce a slew of services as part of their product offering. These include customer satisfaction, customer service and customer relations. This book takes a close look at reasons for the introduction of Customer Experiential Marketing (CEM) and its foundational principles. It also examines aspects of CEM that relate to the internal and external aspects of an ...
The product lifecycle is one of the classical models of business and one that has great relevance to marketers and companies everywhere. Previously, it moved along at a measured pace. The result was that marketers everywhere had the luxury of having time to decide on their strategy. Problems in design, communication, advertising, distribution and/or service could be rectified without any adverse fallout because of the time lag between processes in the supply ...
Merchants have always done their utmost to attract the largest number of customers to their shops and encourage them to buy. Now, with the advent of retailing, merchandising has come into play, which involves selection, procurement, assortment, display and related activities. When customer experience began assuming importance, it led to better ambience, lighting, ease of movement, child care facilities and restaurants. This book chronicles the rise of ...
In a rapidly evolving market threatened by fast product obsolescence, changing consumer demographics and tastes, fragmented media and markets and increased competition, companies have had to take the branding route to have a sustainable competitive edge even in sectors such as financial products and services. It focuses on the evolution of branding, its methods of implementation and various branding concepts and a hard look at issues relevant to commodity ...
Emotional labour is a kind of task requires someone to suppress or simulate their emotions. Particularly in capitalistic working condition. Sociologist Arlie Russell Hochschild coined the term in 1983 in a seminal work, The Managed Heart: Commercializatuion of Human Feeling. Hochschild defines emotional labour as "the management of feeling to create a publicly observable facial and bodily display is sold for a wage and therefore has exchange value." ...
Gaming, which initially started as something to entertain children in shopping malls, has today emerged as a huge industry. Its meteoric rise, from being a mere plaything for children to a passion for adults, has catapulted the gaming industry far ahead of the movie industry, in terms of revenue and international popularity. It is a marketer s dream in that it creates loyal supporters who are a readymade segment for marketers who merchandize the game s characters ...
The globalization of economies and the increasingly competitive business environment that is created as a result, demand that corporate enterprises focus on integrated marketing communications to promote their products/services to the targeted customer groups in an efficient manner. Corporate events, which provide an efficient opportunity for face-to-face contact with customers, have become an essential component in this process. They are unique in the sense that ...