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Browsing 06. Marketing Management by Title

Browsing 06. Marketing Management by Title

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  • Referral Marketing in Management Education- An Assessment 
    Malmarugan; Sankaran, H. (Indian Institute of Management Kozhikode, 2007-04-10)
    Referral marketing is being increasingly used in marketing of services, like education. As more and more foreign universities are wooing students of Indian origin to pursue courses offered by them, referral marketing may ...
  • Reinforcing Rural Retail Mix in festival seasons by Urban retailers 
    Ganakumar P., Baba (Indian Institute of Management Kozhikode, 2008-04-05)
    The research explores the decontextualization of place in sumulated experiences of rural festivals sponsored by urban retail stores. Primary data are collected from urban retailers and their rural customers based upon the ...
  • The Relationship between Advertising and Consumption in India: An Analysis of Causality 
    Philip, Abey P. (Indian Institute of Management Kozhikode, 2007-04-10)
    This article extends cointegration methodology to validate the evidence of soundness of advertising and consumption pattern of India during the period of 1980-2006. Augmented Dickey-Fuller test, Philips- Peron Test, ...
  • Relevance of Social Marketing in Kudumbashree 
    Edward, Manoj; K A, Zakkariya (Indian Institute of Management Kozhikode, 2007-04-10)
    This paper explores the potential for social marketing application for community mobilization.For this purpose, Kudubhashree, a poverty eradication programme initiated by Govt of Kerala is used as a case study. The discussion ...
  • Role of Corporate Social Responsibility in Developing Economies 
    Verma, Sanjeev; Chauhan, Rohit (Indian Institute of Management Kozhikode, 2007-04-10)
    When India is making a transformational progress, GDP is growing at the rate of 8-8.5 percent per annum, sensex is reaching new heights every day, world is looking at us as one of fastest emerging economies of world. Shall ...
  • Role of Marketing in Polio Eradication 
    Goswami, Rahul (Indian Institute of Management Kozhikode, 2007-04-10)
    The Global Polio Eradication Initiative adopted by World Health Assembly in 1988 has achieved the status of largest international health effort, operating by now in every country of the world. At the start of eradication ...
  • Rural Brand Preference Determinants in India 
    Anand, Sandip; Krishna, Rajneesh (Indian Institute of Management Kozhikode, 2008-04-05)
    This study was done in two Indian states with the objective of exploring the dynamics of branding in rural India. The study was done through sample survey using structured questionnaire. the sample size for the study was 354.
  • Rural Marketing—Targeting the Non-Urban Consumer 
    Sanal Kumar, Velayudhan (The Journal of Entrepreneurship, 2008)
  • Sales Promotions – Good or Bad? 
    Manalel, James; M. C., Jose; Zacharias, Siby (Indian Institute of Management Kozhikode, 2007-04-10)
  • Servperf Analysis In Retail Banking 
    Vanniarajan, T; Anbazhagan, B (Indian Institute of Management Kozhikode, 2007-04-10)
    Financial services are inherently intangible and high on experience and credence qualities. In order to promote them effectively, a service provider must first identify the dimensions used by consumer to evaluate the service ...
  • Social Changes and the Growth of Indian Rural Market : An Invitation To FMCG Sector 
    Mano Raj, S John; Selvaraj, P (Indian Institute of Management Kozhikode, 2007-04-10)
    The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This sector touches every aspect of human life. The FMCG producers now realize that there is a lot of opportunity for them to enter into ...
  • Social Implications Of Invasive Marketing: A Crosscultural Empirical Investigation In The Indian And American Contexts 
    Thakur, Mahima Singh; Khatri, Puja; Leekha, Neeti (Indian Institute of Management Kozhikode, 2007-04-10)
    This scientific investigation adopts a cross cultural perspective in studying the perception of parents regarding the contribution of children in bringing in awareness, creating interest, desire and influenceing final ...
  • Social Marketing : A Communication Tool For Development 
    Mahesh, Puja (Indian Institute of Management Kozhikode, 2007-04-10)
  • Social Responsibility and Ethics in Marketing 
    Labbai, M Mohamed (Indian Institute of Management Kozhikode, 2007-04-10)
    This Paper explains the concept of Corporate Social Responsibility (CSR) and Ethics in Marketing and Identifies and Analyses the points such as 1) To what extent the academicians in the B-Schools are imparting to their ...
  • Socio Political Barrier To Tourism Marketing in South Asia 
    Panda, Tapan Kumar; Mishra, Sitikantha* (Scholarly Article, 2001)
    Tourism is a smokeless industry and is one of the fast growing businesses world over. The tourist flow to various countries serves as an indicator through which we can foresee a process of cultural assimilation and economic ...
  • Socio-Economic and Ethical Implications of Advertising – A Perceptual Study 
    Singh, Raghbir; Vij, Sandeep (Indian Institute of Management Kozhikode, 2007-04-10)
    Depending upon the public opinion about the social, economic and ethical aspects of advertising,the marketers and the public policy makers should take different stances on how advertising should be treated. The study has ...
  • Strategic Advantage Through Successful Co- Branding 
    Panda, Tapan Kumar (Scholarly Article, 2001)
    Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic ...
  • A Study Of Multi-Level Marketing (MLM), As A Potential Tool For Socio- Economic Development 
    Sreekumar, P. (Indian Institute of Management Kozhikode, 2007-04-10)
    Multi Level Marketing (MLM) is embracing more and more arenas today. Insurance business is just one among them. Selling Insurance policies, traditionally, is considered as a de-motivating and dragging job. Well, not until ...
  • Study of select issues in Agri-- fresh produce Supply chain management 
    Shukla, Manish (Indian Institute of Management Kozhikode, 2013-03)
    In the current scenario, there is a huge rise in prices of the fresh produce (fruits, flowers and vegetables), because of shortage in supply. The problem of increasing prices has become a topic of national concern and is ...
  • A Study on Consumer insecurities and fears in select product categories using Verbal Protocol Analysis 
    Sarma, D.K.R.; Ramesh, A. (Indian Institute of Management Kozhikode, 2007-04-10)
    Understanding of consumer negative perceptions, fears, inhibitions, and anxieties is one of the critical aspects of consumer buying behavior. Increasing consumer expectations, discerning customers, competition, nature of ...

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