| About the book | |
This book is a compilation of articles published in various business publications over a period of ten years. The book traces the post-liberalization era changes in Indian markets in general and advertising in particular, and provides rich insights into diverse products and consumer behavior patterns More specifically, it is aimed at alerting entrepreneurs, managers, market researchers/analysts and advertising professionals to the changes in customer behavior, markets and marketing strategies and also at changing their `market thinking? to `deliver better results in the market place.? The book is lucid, written in an interactive, or rather conversational style, and is meant for light reading. It is also fairly well-organized, and each section ends with a set of self-help questions to test the `CQ (Change Quotient)? of entrepreneurs and managers, i.e., their understanding of trends, structure, and geographical extent of markets; competition and competitors? strategies; innovation; marketability and reach of products and services and their delivery systems; consumer profiles and preferences; promotional role of media; recruitment, training and team building; brand building and advertising management etc. | |
| About the author | |
M G PARAMESWARAN M G Parameswaran is Executive Director with FCB-Ulka Advertising P. Ltd. In a career spanning two decades he has worked in marketing, sales and advertising, and on brands including Strepsils, Thermax, UDI-Yellow Pages, Santoor, Wipro, Sundrop, Indica, Indigo and Brufen. He is an aluminus of IIT (Madras) and IIM (Calcutta), and takes time out from his frenetic schedule to occasionally write and teach at various management institutes in Mumbai and his alma mater IIMC. | |
| Table of contents | |
Section I: Changing Consumers 1. Post-Liberators: Are We Ready to Speak their Language? 2. In the Name of the Father 3. The Consumer is Not Your Wife 4. Movies Weave their Magic Once More 5. Desperate housewives of India yearn to Do More for Families 6. Of Planned Purchases, Shopping Lists and Modern Retail Formats 7. The Low Involvement Hurdle 8. Talkative Indian Fuel Mobile Phone Revolution Section II: Changing Markets 1. Will the Growth Momentum Last? 2. Snack Whack 3. A Shop that Sells Shops 4. To Be or Not to Be 5. The Massification of Luxury 6. Think Big: A New Angle to the Price-Value Equation 7. Marketing Plastic Money Section III: Changing Marketing 1. Making Marketing Measure Up 2. Making Marketing Magical Again 3. The Changing Face of branding: Can You Face It? 4. Not Playing by the Rules 5. Innovation Networking for Net Results 6. The Flypaper for Associations 7. Eight Steps to Eight Seconds 8. Integrating in a Disintegrating World Section IV: Changing Advertising 1. Getting the Best Out of Your Advertising Agency! 2. Building a Better India-With Better Advertising 3. Advertising-Cinderella or Sita? 4. Managing Advertising through Economic Turbulence 5. A Value Proposition 6. A Voice in the Boardroom 7. Looking for the Right Ad Agency 8. How to Become the Favourite Client 9. Who has the Last Word? 10. Tight Briefs Fit Better 11. Judging Creative 12. Who Needs Client Servicing? 13. Winds of Change 14. 3Ms of Advertising 2010 | |
