In this article the author looks at Indian advertising scenario and how it has empowered Indian women .He highlights about the greater role that advertising can play other than just associating the brand with the customer ...

This paper is an attempt to understand the psyche of nation branding and takes a systematic look at all the elements that go into the making of "Brand India". Taking cues from product marketing, it proposes a step-by-step ...

Advertisers are looking for newer methods and media to reach the consumers for various reasons. The objective of brand communication has been to expose the audience to a brand, whereby the effect can be maximized in terms ...

The significant outcome of the government policy of liberalisation in industrial and financial sector has been the development of new financial instruments. These new instruments are expected to impart greater competitiveness ...

Product placement refers to the practice of including a brand name, product, package, signage or other trademark merchandise within a motion picture, television or other media vehicles for increasing the memorability of ...

Extant literature in marketing has found that several brands have gender perceptions associated with them (Avery 2012; Grohmann 2009). Consumers tend to place brands such as Gillette, Marlboro, and Hot Wheels in the masculine ...

The paradox of India's dismal share in world trade is baffling, for a country housing a billion people. This paper analyses this paradox from the point of view of the value-addition process, and country image. The authors, ...

This paper focuses on the behavioural aspects of managing marketing channels dealing in high-technology products. High-technology products are distinguished in terms of product attributes like incidence of frequent ...