Nasreen Taher
Showing all 14 books
Viral marketing, the electronic equivalent of word-of-mouth marketing, is one of the most sought-after marketing strategies in the world today. It has proved to be a powerful weapon for marketers striving to catch the attention of consumers, who have become immune to traditional advertising due to constant exposure to numerous commercial messages every day. Viral Marketing helps break barriers to advertisements seen by consumers and aids in developing a ...
When a company maximizes profits with a minimal investment and employs unconventional methods to achieve this, it is called Guerrilla Marketing. Small businesses that use this strategy become huge successes by penetrating the global consumer environment at a low cost. This calls for a certain degree of flexibility and willingness to adapt to market changes from small businesses. Factors influencing guerrilla marketing include competition, the environment, latest ...
Neuromarketing is the neurological study of a persons mental state and reactions while being exposed to marketing messages. It is based on the fact that emotions play a larger role in consumer decision-making than rational decision-making. Today, neuromarketing is a new form of market research, with its basis in neuroscience. This has led companies to seek help from research institutes to understand consumer preferences. Neuromarketing, though new, will provide ...
The Dabbawallahs of Mumbai need no introduction to students, faculty and practitioners of Business Management. It is a business that has lasted over 113 years and is still being run successfully by a group of people with practically no formal education, no investment, and no technology. Management guru C K Prahlad has hailed Mumbai s ubiquitous Dabbawallahs as the quintessential masters of supply chain management. The Dabbawallahs have received attention and ...
In an increasingly multicultural marketing context, the question of the compatibility of ethical values with cultural borders has gained much importance over the past decades. Given that more and more countries with rapid economic development are being integrated into world markets, culture needs to be understood as a multidimensional phenomenon that comprises more than just nationality. In the last few years, there has been a rapidly increasing need for an ...
The entertainment industry is one of the largest of both the Indian and the US economies and is projected to become the most prominent, globally. Experiences of the global film industry are traced in this book right from the pre-war period, through the booms and recessions of the post-war period, detailing the evolution and success of the filmmaking industry from the 1800s to the 1990s, bringing the reader an understanding of cinema and the film industry across ...
The entertainment industry is one of the largest sectors of the Indian economy, projected as becoming one of the most prominent globally. The dilemma faced here is that of attempting to bring this industry under the organized sector, akin to various other industries. Given the fact that there are no ground rules and standardized platforms on which the entertainment industry operates, bringing this sector under a structured format proves daunting. Corporatisation, ...
How many times has one been led by the 'gut feeling', 'the sixth sense', 'the inner voice'? Often first impressions do last and this book takes on the theme from a bestseller Blink by Malcolm Gladwell and explores the rationality of intelligence and the power of the 'gut feel' that enable the wisdom of snap judgments. Researchers have found that despite individual efforts to mask expression and emotion, some facial movement is involuntary, universal, and ...
Simply defined Collective Intelligence is the collective process by which a large number of people cooperate and act. This book seeks to explore what exactly collective intelligence is, how collective and individual intelligence differ, how the varied opinions of the group generates more results than the opinion of a single expert and the process which creates collective intelligence. For information on the wisdom of the crowd-book your copy today!.
Traditional business communities following different religious and business traditions form the core of the Indian business class. The economic power they wield is mind-blowing. For instance, the Bajajs and Birlas (Marwaris), the Wadias, Tatas and Godrejs (Parsis), the Ambanis (Gujaratis), the Hero Group (Punjabi) and the Murugappa Group (Chettiar). Though their shrewd business sense has given them tremendous success, some of these communities have never quite ...
Change in a business environment is both inevitable and necessary to be relevant in a competitive world. For change to be most effective, it must be knowledge-driven. This book provides an insight into the history, definition and processes of change management and the ultimate benefits it brings to an organization. Get your copy today.
In an environment marked by fast paced change, especially technological change, it is very difficult for a single leader to be able to know everything that is needed for decision-making. To remain competitive in such circumstances, it becomes necessary to draw on all of the organization's employee strengths and leadership abilities. It is no wonder then, that over the past two decades, most organizations are participants of an evolutionary shift from the ...
Culture is the entire gamut of values, customs and mores that is shared by and binds individuals into social groups. Organizational culture is defined by the set of beliefs, values and work ethics shared by a particular group in an organization. It defines their current practices and future goals. An introduction to organizational culture, this book has cases on HP, Tata Steel and Enron.
The knowledge base of a company is what gives it competitive advantage. This book explores the early concepts of KM and how a business enterprise can use KM today and in the future as a strategic tool. Included are experiences of Knowledge Management at Xerox Corp and Tata Steel.