N.M. Shanthi
Showing all 8 books
With initiatives of globalization, trade barriers between countries have collapsed and business giants across the world have started exploring and capitalizing on opportunities beyond their domestic boundaries. Highly lucrative opportunities are located by them in the emerging economies. Emerging countries, especially those in Asia are experiencing a big boom, as many foreign players have penetrated their markets and are throwing big money on promotions to grab a ...
The effectiveness of any promotion lies in its success in accomplishing the desired results. Effective promotions are used to achieve the desired output in two main categories i.e., transaction and relationship. As a result of globalization, the competition prevailing in market is increasing at a rapid rate. Traditional promotional tools hold little lure to the consumers. Thus, organizations have started innovating new promotional tools to reach their target ...
The IT revolution and the resultant increase in the Internet penetration have induced marketers to look at Internet as a new marketing tool to reach customers. In today’s dynamic market place, e-business is emerging as an important differentiator that promises a unique competitive advantage to the firms. As the Internet penetration increases in the coming years, the dependence on web as an enabler of marketing is also expected to increase. Due to this, there is ...
The service providers create value in the process of service delivery. In the process of creating value, the service providers aim to maximize their value propositions so that the customer stands to gain. A service firm’s capacity to sustain in a competitive environment is derived from its capability to deliver competitive bundles of benefits in the form of packages and value additions to its customers at regular intervals based on valid and logical analyses. ...
In today's competitive scenario, Knowledge Process Outsourcing (KPO) has emerged as the new buzzword. The birth of globalization has paved the way for increased competition among countries. The gap between the cost of capital and productivity has made companies realize the significance of managing costs for business efficiency. This has resulted in the migration of support services from developed to developing economies in the form of "Outsourcing". As ...
Effective launch management takes a business to higher altitudes while the same, if not implemented well, kills all the hard efforts. One of the initial and critical challenges faced by companies during the stages of floating a new business or a new product is Launch Management. In order to arrive at an effective product launch strategy, companies make systematic efforts, which typically begin from understanding the need, defining the objectives, arriving at the ...
For organizations to gain competitive advantage, organizational learning and innovation, it is important that they create and share knowledge. Today, companies see a cost-saving in this and a way of propelling growth. But not much is known about it, its benefits, the technology it uses, etc. Therefore, this book serves as a primer on the subject of Knowledge Management (KM) and demonstrates how KM practices can contribute to corporate success.
A loyalty program, one of the important strategic components of continuity marketing, aims at delivering the distinct benefits to the customers as an incentive to remain loyal to the firm. It acts as a tool to increase brand loyalty, decrease the customer's desire to switch over to other brands, decrease the price-sensitivity, spread the brand values through word of mouth and increase the volume of business. To bring out an effective loyalty program, companies ...