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Singh, Nitin
- Ambush Marketing : An Ensnare Approach
Abstract Views :432 |
PDF Views:103
Authors
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1 Strategist - Marketing & Operations, IN
1 Strategist - Marketing & Operations, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 12, No 1 (2014), Pagination: 67-74Abstract
In the 20th century, major sporting events became extremely commercialized mostly through television commercials. Sponsorship is an important revenue source for sport teams and their affiliated organizations. It has provided various promotional advantages to corporations sponsoring sporting events. Increasing disillusionment with traditional television (TV) advertising methods and the capability to reach significant numbers of spectators have been the primary reasons that make corporations invest in sport sponsorship. This trend of increased investments in sport sponsorship has created both positive and negative consequences. The Ambush marketing is one of fields which generated controversies. Ambush marketers have continued to improve their tactics of ambush marketing strategy to gain publicity through mega sports events even without being the official sponsor. This research paper will discuss increasingly prevalent use of ambush marketing to deflect the audience's attention to ambusher and away from the sponsor to examine whether ambush marketing is indeed unethical or merely smart advertising. The paper will through light on the detrimental effect of ambush marketing.Keywords
Ambush Marketing, Sport Events, Sponsorship, Tactics, Advertising.- Viral Marketing : The Rise of Marketing Virus
Abstract Views :267 |
PDF Views:143
Authors
Affiliations
1 Strategist - Marketing & Operations Ultra Lofts Noida, IN
1 Strategist - Marketing & Operations Ultra Lofts Noida, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 12, No 2 (2014), Pagination: 34-41Abstract
Viral Marketing has generated a lot of excitement in recent years because it seems like the ultimate free hot cake: Pick some small number of people to "seed" your ideas, product, or message and let it "go viral" and then watch while it spreads ceaselessly to reach millions of others. That is the power of Viral Marketing. It has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. Viral Marketing has evolved into a major marketing branch for many existing companies. Many new enterprises see the effectiveness and advantages of electronic business not being limited by time and distance when engaging in business activity. The opportunities to do business worldwide with the click of mouse are enormous and enticing. The aim of this research paper is to present many diverse facets of the Viral Marketing concept, understand the relationship between word of mouth marketing and Viral Marketing and why Viral Marketing through social media formats has been effective. This paper fully addresses the rationale of the need for corporate presence in social media and the value that can be derived from a well-developed Viral Marketing campaign.Keywords
Word of Mouth, E-Business, Viral Marketing, E-Branding, Social Media.- Electronic Marketing Channels: The Digital Influence on Marketing
Abstract Views :438 |
PDF Views:116
Authors
Affiliations
1 Global Institute of Management & Technology, Noida, (U.P.), IN
1 Global Institute of Management & Technology, Noida, (U.P.), IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 11, No 1 (2013), Pagination: 45-51Abstract
Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors biz increased consumer resistance to traditional marketing methods, the proliferation of communication channels and ever changing legal constraints. In response, leading consumer-oriented organizations are dramatically adjusting their marketing mix to take better advantage of less traditional but ultimately more effective consumer interaction channels. As a result, these Organizations will be able to deliver more timely and relevant marketing messages and will ultimately create stronger and more valuable customer relationships. Firms are increasingly implementing electronic distribution strategies to augment existing infrastructure for product and service delivery. The aim of this research paper is to find out a set of factors and channel choice functions that are considered important in making channel decisions and identification of key benefits of electronic marketing channel for the organization.Keywords
Distribution Channels, E-commerce, E-distribution, E- Marketing Channels.- Co-Branding : Euphoria of Brand Alliance
Abstract Views :365 |
PDF Views:128
Authors
Affiliations
1 Marketing & Operations Ultra Lofts, IN
1 Marketing & Operations Ultra Lofts, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 11, No 2 (2013), Pagination: 52-57Abstract
The Branding has emerged as the top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Cobranding strategies involve collaboration between two or more brands in order to launch a new product co-named by these two brands. With this type of agreement, brands enter markets sharing loyal customers that they would be unlikely to reach individually. The main advantages associated with implementation of this form of strategic co-operation are the possibility of jointly communicating brand image, reputation and credibility in a global market where consumers tend to have homogeneous preferences and convergent lifestyles. While co-branding does entail a degree of risk, such risk can be minimized through development of understanding among consumers toward co-branded products. Successful co-branding relationships can be developed by determining the key factors that influence the consumer evaluation of co-branded products. The aim of this research paper is to identify emerging co-branding opportunities and challenges to enhance the success of products.- E-Waste:Scourge of Technology Revolution
Abstract Views :382 |
PDF Views:106
Authors
Affiliations
1 Global Institute of Management & Technology, Noida – 201301, IN
1 Global Institute of Management & Technology, Noida – 201301, IN