The Hindu Business Line : Thursday, May 15, 2008

ASK HARISH BIJOOR
It’s all about the brand!
Whether it’s the teams of the Indian Premier League or the airport which provides the city positive strokes, it’s the brand story that counts. More

THIRD UMPIRE
Cricket break in between commercials
Rejuvenation is a vital part of branding. Brands have to constantly monitor themselves and stay away from an ad overkill. More

BOOK MARK
Loyalty does not automatically ensure profitability bookmark
Neil Kinnock’s quote - that loyalty is a fine quality, but in excess it fills political graveyards - may well apply to marketing too. “In spite of the overwhelming presence of loyalty programmes in virtually every industry, firms ... More

Protecting consumers through protection
One of the research essays in International Trade and Economic Development edited by Sugata Marjit ( www.oup.com) is titled ‘Protecting Consumers Through Protection: The Role of ... More

Effective promotion
Trade shows are a powerful medium because they touch all the five senses, says Syed Zakir Ahmed, CMD of ZAK Trade Fairs and Exhibitions. And, as a promotional method, trade shows are “the most effective as you can measure your returns ... More

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