The Hindu Business Line : Thursday, April 11, 2002

Bricks don't kick back
For every market tactic, role-play how your competitor will react. And how you will counter-react. And yet, don't think of it as a chess game in which there are just two players with infinite time to think. Instead, be prepared for a martial arts whi rligig, where you are taking on a number of players. <109> More

CUSTOMER RELATIONSHIP MANAGEMENT

Customer service beyond after-sales and rewards
Most service brands in India seem to focus purely on customer acquisition with very little evidence of customer retention marketing and practices. More

ADVERTISING

When media brands advertise
Media companies are realising the virtues of brand building like never before. Catalyst examines the trend. More

Lion's share of mind and market
All eyes are on media-buying group WPP Marketing Communications as it flexes it muscles in the marketplace. Through its sheer scale and size it is expected to drive better bargains for itself and its clients. More

`Before and after' magic
Here are some of the famous `before and after' ads that made history. More

Taking a screen test
Dramatising the potential of the giant advertising screen at Chennai's cricket stadium as a medium of advertising was a task Tech-Eye Consulting set out to accomplish. More

Keep it simple
Here are pointers on what a marketing communications plan should include; and more importantly, what it should leave out. More

A win-win situation
With the emergence of specialised media buying houses, clients can now evaluate agencies based on the quality of the planning function and choose a media agency for its buying power, thus getting the best of both worlds. More

PROMOTIONS & OFFERS

Televising the World Cup
THE giant electronic screen installed at the M.A. Chidambaram stadium in Chennai was developed by Mitsubishi Electric and was brought to India from Melbourne. The TNCA's Ashok Kumbhat says the association has plans to use the screen to ... More

CARTOON