All articles by Priya Chetty
Priya Chetty

Priya Chetty writes frequently about advertising, media, marketing and finance. In addition to posting daily to Project Guru Knowledge Tank, she is currently in the editorial board of Research & Analysis wing of Project Guru. She emphasizes more on refined content for Project Guru's various paid services. She has also reviewed about various insights of the social insider by writing articles about what social media means for the media and marketing industries. She has also worked in outdoor media agencies like MPG and hotel marketing companies like CarePlus. She has attained MBA degree from Indian Institute of Planning and Management, New Delhi.

Understanding critical analysis or review in a thesis

Critical analysis means you are identifying the problems or weaknesses of a previous research. That is the meaning of the word “critic”. For example, the job of a food critic is to criticise food served to him. He may like it or he may find faults and give suggestions to make the dish better. Similarly, a film critic will decide whether a movie was good or bad. Read more »

How do celebrity endorsements impact the brand image?

People love to watch the celebrities, get to read about them, imitate them and this attitude is what has been the motivating factor for advertisers to rely on celebrity endorsements. Celebrities can be classified on the basis of their work area– musicians, sportsperson, actors, models, economists, businessmen, politicians (Banytė, J et all 2011). Celebrity endorsement has become a staple in today’s market. Read more »

Sales force automation: an innovative technology

Devoted sales force automation system has allowed great technological support to sales personnel, sales managers and officials since 1980s’ (Buttle, F et al, 2006). Before 1980s’, there were numerous independent software mechanisms like contact management systems and sales forecasting tools in the market (Buttle, F et al, 2006). Read more »

What are e-wallets?

E-wallet is a device through which all the payments are made (Sahut 2008). An e-wallet works like any  traditional wallet (Taghiloo et al. 2010). ‘An encrypted storage medium holding credit card and other financial information that can be used to complete electronic transactions without re-entering the stored data at the time of the transaction’ (Chauhan 2013). Read more »

Understanding project management and its success

Project management can be defined as planning, organizing, scheduling, leading, communicating, and controlling of work activities to achieve a predefined outcome, on time and within budget’ (Josler & Burger 2005). Read more »

Role of corporate social responsibility towards brand equity

‘Corporate social responsibility is a commitment that a business makes towards the betterment of the society at large(Uddin, M, et al 2008 ). Corporate social responsibility has received increasing importance in the past few decades (Abdolvand, M & Charsetad, P 2013, p. 273). Read more »

Importance of team building and HRM games

With the increasing dynamics in external and internal environments in an organization, one of the biggest challenge in front of the corporate world is to retain the talented pool of employees in the organization (Barney, 1991; Prince, 2003; Sinangil, 2004). Read more »

An overview of the Indian shampoo market

An overview of the Indian shampoo market

The shampoo industry in India has evolved extensively since the 1960’s, which was then considered a lifestyle product in urban India. Until 2005, the market was dominated by flagship companies such as Hindustan Lever Ltd. and Procter and Gamble. Read more »

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