Managing the Residual Impact of Marketing

Marketing is about meeting customer needs profitably by engaging in exchange transactions. In a way, marketing can be viewed as a sales outreach by organizations to various members of the consumption community or customer segments and therefore it extends to the larger society. The exchange which occurs through the marketing process impacts the transacting parties … Continue reading Managing the Residual Impact of Marketing

Managing Change Through Effective Self-Leadership

While the rapid changes are the reality of all the domains of the business world, in no other function it is more palpable than in Sales. The sales force, therefore, is always charged with not only the responsibilities for current growth but also with the mapping out of future upcoming trends in business. Logically, the onus squarely … Continue reading Managing Change Through Effective Self-Leadership

Audience Engagement Score: Towards a Sustainable Metric

  With the emergence of technology aided decision making in marketing, information on your customers has taken the centre stage as a key input for effective customer engagement. The customers are interacting with the marketers on multiple platforms – offline as well as online and these interactions leave a trail of data that marketers are … Continue reading Audience Engagement Score: Towards a Sustainable Metric

The Science of Selling

I started my sales career in 1989 and the first lesson learned was : sales is all about numbers. Those days numbers essentially meant collecting information on markets, distributors, retailers, competitors and customers. The data thus collected and stored in computers were used for churning out diagnostic reports and answered questions like : Has market … Continue reading The Science of Selling

Missed Opportunities : An Organizational Perspective

Much has been written about the success of new ideas that turned into huge business entities in both technology and non-technology segments of the industry. These are amazing stories of power of imagination, grit, perseverance and ability to withstand failures and getting up one more time to get closer to success. Consider global brands such … Continue reading Missed Opportunities : An Organizational Perspective

Building a ” Social Fund” : Move beyond Corporate Social Responsibility!

Much distance has been covered in India to make corporates take some responsibility for the social cause. In fact many of the corporates have been at the forefront leading the cause of social development with much more force and vigour than the local governments. In the last decade there has been a renewed focus on … Continue reading Building a ” Social Fund” : Move beyond Corporate Social Responsibility!

Re-thinking ‘Value’ for Indian Newspapers

Almost after a year since last IRS was declared, disputes around readership numbers of newspapers in India seems to have been put at rest. Now, calling that a set of legal and ethical dilemmas would be an understatement. It actually had all the makings of a great flick! Rims of papers, battery of lawyers, on … Continue reading Re-thinking ‘Value’ for Indian Newspapers