One of the basic elements for a successful busine... more

One of the basic elements for a successful business is distribution, which is not as easy as it sounds.This book discusses the need to take the right decision about the combination of channel options, segmentation of trade partners on the basis of profitability, and handling the logistics efficiently. It also has case studies on News Corps satellite distribution empire.... less

This book explores the use of innovative media by... more

This book explores the use of innovative media by advertisers like search engine advertising, viral marketing, blogs, word-of-mouth marketing, SMS advertising, advergaming and more. It gives practical applications of advertising, beginning with the evolution and growth of advertising and moving on to psychology in advertising. Technical aspects of advertising such as agency structure, media and account planning are discussed with cases on the advertising strategies of Coca-Cola and Bajaj.... less

When the negative impact of businesses on ecology... more

When the negative impact of businesses on ecology and environment was felt after a few oil spills and Greenpeace activism, businesses became socially responsible towards creating a green environment. Governments also gave industries incentives to use greener technologies and products. This book discusses all aspects of the green business and presents case studies on Greenpeace, Ricoh, Coca-Cola and others.... less

Advertisers and media cannot do without each othe... more

Advertisers and media cannot do without each other. Today there is a proliferation in terms of media options and the challenge is to zero in on the right target audience through the right media. This book looks at issues affecting Print media, TV, Radio, Outdoor, Adver gaming and SMS. Highlights are cases like Star India, doubleclick.com, Carat India and AOL Time Warner and the emerging trends in the management of media .... less

Sales management has grown into a vital part of t... more

Sales management has grown into a vital part of the overall marketing strategy from devising templates for a sales call, drafting compensation structures and training to help raise awareness levels, increase consumption frequency, and reward loyal customers. If professionally done, sales management can reach out to capture the entire sales process. This and much more.... less

The Indian healthcare industry has moved on from ... more

The Indian healthcare industry has moved on from being a reactive industry to a proactive one. With better medical facilities, cross-discipline treatments and alternative modes of treatment, the medical scenario is in innovative mode. While offering a spectrum of services, hospitals rely a great deal on technology something doctors and patients are taking to in a big way.... less

Tourism is a major industry the world over but wh... more

Tourism is a major industry the world over but what really makes it a successful industry? How do marketers position their countries and reach a widely dispersed global audience? This book addresses various tourism-related questions and offers case studies of United Airlines, Intercontinental Resort Bali, Malaysia, Brand India and Kerala as God s own country.... less

This book explores the evolution of tourism, its ... more

This book explores the evolution of tourism, its progress and the role of infrastructure , CRM and the Internet in promoting it. The book segments this industry into eco-tourism, health tourism, and religious tourism and includes cases on nature and adventure tourism in the South Pacific, Lakshadweep as a holiday destination and health and a holiday, as in Kerala.... less

It is important for students of management school... more

It is important for students of management schools to know all about digital business and how the technological advances in IT have transformed the attitude of both corporates and customers. This book helps to explore the interactive marketplace, B2B, and B2C models, while also discussing emerging web services.... less

Growing firms automatically reach out to a larger... more

Growing firms automatically reach out to a larger audience with their products or services. Sometimes, their products may hit national or international shores, or their investor and shareholder and base employee base could also automatically increase. In such an environment, it is public relations that help create and maintain a good corporate image in the eyes of the shareholders. This book provides perspectives on running a PR campaign, crisis management, setting measurable PR objectives, among others.... less