Marketing in practice

By Abhinash Jena on February 23, 2010 No Comments

There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centred around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for “Growth Opportunities” in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners.

 

What is Viral Marketing

By Priya Chetty on February 15, 2010 1 Comment

Viral marketing is a concept which has its origins in the Internet. The term was invented by Steve Jurvetson, a venture capitalist, to describe the method used by Hotmail to develop its e-mail service. Most of the standard marketing textbooks mention the term. For example, viral marketing as ‘electronic word of mouth’, while Smith and Taylor give the following description of the process involved….