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Traditionally, the companies have always followed a ‘push strategy’ wherein the companies pushed their offerings to the target customers through excessive marketing. With a shift in power from the hands of marketers to that of customers, the strategy was no longer effective in generating revenues for the firms. Read more »
Category: Marketing
Importance of marketing the innovation
Article by Ankita Agarwal
on March 12, 2013
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Globalization and technological advancement have enhanced the awareness levels of modern consumers and the growing competition among businesses have resulted in a shift of power from the hands of marketers to that of the consumers (Panwar, 2001). Read more »
The impact of sales targets on customer satisfaction
Article by Ankita Agarwal
on February 25, 2013
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A recent article in Harvard Business Review pointed out to the fact that companies often overburden their sales departments with unrealistic sales targets for achieving financial success. Companies often perceive that by setting sales targets as high as possible, they would be able to stretch sales team’s efforts to the maximum (Zoltners et al., 2011). Read more »
Trade relationship management (TRM)
Article by Ankita Agarwal
on February 19, 2013
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There was a time when markets were controlled solely by the demand-supply mechanism and the only humans who could influence the market were sellers (Panwar, 2001). Things have however changed over time. Read more »
Importance of CRM during recession
Article by Ankita Agarwal
on February 15, 2013
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In today’s market scenario, it won’t be wrong to say that ‘customers are the king.’ Customers control the markets today and therefore the companies are focusing on enhancing customer satisfaction by every possible means. The complete marketing mix is customized according to the target customers. Read more »
Changing Profile of Indian Consumers
Article by Ankita Agarwal
on January 9, 2013
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Owing to its large population size and growing disposable incomes, India offers a profitable investment opportunity to the marketers across the world. Today’s marketing is consumer-oriented and therefore the global marketers need to understand Indian consumers if they want to successfully harness this opportunity. Read more »
4 P’s of business to business marketing
Article by Ankita Agarwal
on November 15, 2012
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Marketing of industrial goods, most commonly known as ‘Business-to-Business Marketing’ (B2B) refers to a buying-selling arrangement between two or more businesses. Unlike ‘Business-to-Consumers’ (B2C) marketing where the buyer is the final consumer, here the buyer is a business entering into buying to facilitate its own business. Read more »
