Category Archives: Маркетинг. Реклама

Unilever»s Shakti project: empowering Rural Indian Women

Unilever»s Shakti project: empowering Rural Indian Women

Автор: Bart Loman

This research is on the positive and negative aspects of Unilever»s Shakti-project, a prime example of marketing to the ‘Bottom of the Pyramid» as put forward by C.K. Prahalad (2006). Poor rural Indian women are recruited to become small-scale entrepreneurs by Hindustan Lever, the Indian subsidiary of the Anglo-Dutch multinational Unilever. These women start earning an own income by selling hygiene products in their local community. According to Hindustan Lever, the economic and social status of the women would improve considerably by being a Shakti-entrepreneur. It was found that the Shakti-project does have a positive effect on some women in terms of extra income and empowerment. However, if women do not reach their sales targets, Hindustan Lever is relentless in its actions.

Internet Marketing

Internet Marketing

Автор: Charles F. Hofacker

Internet Marketing

BUSINESS PLAN ANALYSIS OF RETAIL MARKETING IN INDIA

BUSINESS PLAN ANALYSIS OF RETAIL MARKETING IN INDIA

Автор: Kamaladevi Baskaran

It is a well-known fact that Indian retail continues to be one of the largest sectors attracting fresh investments from the private sector. The existing retail kings Pantaloon and Shoppers» Stop are unfazed by the development for they feel the huge domestic market with rising consumer spending is hardly even-stretched now and hence is capable of absorbing much more. No wonder many new comers are looking to start with smaller cities and towns and gradually work their way to the big cities. This book analyses the Retail Marketing in India on the basis of Business Plan Analysis. The framework of the study is divided into six units. The first unit consists of the Introduction. The second unit consists of the Review of Literature. The third unit discusses with the report highlights, research design, sources of data collection and limitations of the study. The fourth unit consists of business plan analysis of two companies or about the project. The fifth unit consists…

(GET FREE PUBLICITY) How to Use Newspapers and Magazines for Public Relations, FreeAdvertising, Internet Marketing, Website Promotion, and Small Business Publicity

(GET FREE PUBLICITY) How to Use Newspapers and Magazines for Public Relations, FreeAdvertising, Internet Marketing, Website Promotion, and Small Business Publicity

Автор: George McKenzie

An extended conversation between two veteran journalists: former newspaper editor Joan Stewart and former TV reporter George McKenzie. They reveal dozens of tips and strategies for using the print media to get free publicity more believable, powerful, productive and profitable than any advertising you can BUY at any price.

Inflation, Stagflation, Relative Prices, and Imperfect Information

Inflation, Stagflation, Relative Prices, and Imperfect Information

Автор: Alex Cukierman

This book surveys the imperfect-information approach to inflation and its real effects. Two types of informational limitation are considered. One involves situations in which individuals have asymmetric information about the current general price level. The other considers situations in which individuals cannot distinguish permanent from transitory changes as soon as they occur.

Forecasting Marketing Performance via Web Data Mining

Forecasting Marketing Performance via Web Data Mining

Автор: Valerio Veglio

The global economic crisis highlights how marketing forecasts are, most of the times, inaccurate and how companies’ survival is safeguarded by a systematic knowledge of the market players’ behaviors. The main goal for organizations to be competitive in the market is to increase the forecast accuracy and reduce the gap between actual versus expected results. Appropriate data mining models are one of the best supporting approaches to make different marketing decisions for decision makers. Analyzing and understanding customers’ behavior in advance represents the fundamentals for the development of winning marketing strategies. This research shows the strategic magnitude of how predictive data mining modeling tools uncover the precious hidden knowledge stored in large databases, through a structured marketing performance forecasting process in today’s competitive landscape.

Marketing Management

Marketing Management

Автор: Faustino Taderera

Faustino Taderera, the celebrity and towering figure, is one of the finest International Business and Marketing brains in the world today and one of the most published business academics, icons and gurus nicknamed, «The Tom Peters of Zimbabwe, Africa and the Middle East.» His students call him, «The Rumbler, the Caterpillar, the Rollercoaster and King Solomon.» This book, Marketing Management, his 41st book, is a breakthrough and unique companion for marketing students, professors and practitioners and has a lot of breakthrough research papers by the author and others. It is now accepted worldwide that good marketing management is only possible where there is good national governance, otherwise it will be wasted effort at firm or micro-level as corrupt and incompetent politicians destroy value. Faustino Taderera is now one of the world»s most eminent and distinguished international marketing strategists. Faustino always says, «Golden fish have no hiding place. I…

Сарафанный маркетинг. Как умные компании заставляют о себе говорить

Сарафанный маркетинг. Как умные компании заставляют о себе говорить

Автор: Энди Серновиц

О чем эта книга Люди постоянно говорят о товарах и услугах: о краске для волос, машинах, компьютерах, телепередачах, чистящих средствах… Они могут критиковать их, а могут рекомендовать своим соседям и друзьям или написать восторженный отзыв в Интернете, где его прочитают миллионы людей, которые станут вашими клиентами. Не об этом ли вы мечтаете? Такого результата легко достичь. При этом не надо быть гением маркетинга или тратить кучу денег — все гораздо проще, чем вы думаете. Нужно просто научиться включать и выключать сарафанное радио. Как это сделать? И как стать той темой, о которой пойдет молва? Перед вами простое и понятное практическое руководство, как организовать свой сарафанный маркетинг. Здесь вы найдете советы и рекомендации, как дать людям повод для разговоров о вашем бренде и как превратить эти разговоры в технологию его продвижения. Почему мы решили издать эту книгу Потому что сарафанный маркетинг доступен любому. Потому что он эффективнее,…

Advertising Impact on Children

Advertising Impact on Children

Автор: Prashant Tripathi

Kids are active seekers and influencers for a whole range of products affecting their lives.»The Child is the father of the Man»: an old adage that still holds true.The world of children has changed a great deal over the last decade. The variety and number of products targeted directly to young people have developed incredibly, from toys and clothes to music, magazines, TV channels and entertainment. Advertisers are making their pitches to more and more younger audiences…. ‘Catch them young’ seems to be the motto of the day.Children represent three different strategies for making money. For one, children have money of their own to spend. However they also influence family spending decisions and they are open to advertising campaigns designed to make them future consumers. This article focuses on kids as consumers and their pester power. In particular we will discuss the implications of advertising to children.

Standardization Verus Adaptation in Global Market

Standardization Verus Adaptation in Global Market

Автор: M. Suleman Sabir,Muhammad Sultan and Raja Mazhar Hameed

Over the few decade lot of debates held on the standardization versus adaptation in the global market but there is no universal solution for the firms whether to standardize or adapt because each has its own benefits. I concluded different theories regard standardization versus adaptation and their influencing factor in the international market. The case study (Braime group) standardization versus adaptation compared with different theories and concluded that there is no firm in the world which completely adapted or standardized. My dissertation has four question regarding standardization versus adaptation of marketing mix in the global market for small medium enterprises which are answered in context of participant response. My study is qualitative in nature and no generalization can be drawn from my data because study of one company. This study shows that cost effective production, standardized promotion, market differentiate prices and short distribution channel fruitful for small…