Financial Daily from THE HINDU group of publications
Thursday, March 28, 2002

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Enhancing the joy of use
The rules of the business game are being rewritten with the advent of new technologies. Traditionally, companies had no role to play during the product usage phase. However, today it makes sense to hold the customer's hand and enhance the joy of its use. More


"Empower customers to solve problems"
"If you just focus on gathering information about your customers and marketing to them, and don't focus on execution, then you are not going to actually get the rewards of CRM." More


Customer reactions make for great ads
A customer's words of appreciation have a greater impact than the spiel churned out by endorsers, minor or major, in an advertisement. More


Hollywood comes home
Rising TRPs, growing audiences, the cream of advertisers. The English movie channel platter is brimming with the best from the West. More

What do you want from marketing?
The job of a company's marketing programme is not to increase sales - or even to make sales. It is to create customers. More


Get your marketing mix just right
Successful brands establish critical linkages across marketing mix elements. This is critical in a competitive environment where product differentiation may not offer a long-term advantage. More

Zen and the art of brand maintenance
Static patterns of quality can never survive forever in a society because once they do, society turns rigid and rusts. Pirsig singles out dynamic quality which is constantly changing. Which is why we find newer fashions, newer products and revolution ary ideas which keep society moving. More


"Since the recession is here, I wish somebody tells us how to spend our money other than on shopping."



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    Top Stories
    Hollywood comes home

    Enhancing the joy of use

    Customer reactions make for great ads

    Zen and the art of brand maintenance

    In Depth
    Inside Kashmir
    Guide to derivatives
    Looking back
    Mar. 17-Mar. 23
    When branding gets lyrical

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