Advertising & Marketing


Titanic ambitions
Timex wants a share of the top-end wrist watch market, by moving up the price and image circuit. Can it engineer a turnaround?

Going...going? -- Can Indian auction sites do an eBay?
Imitation is indeed the best form of flattery. eBay should know. Since its launch in 1995, hundreds of auction sites have sprung up the world over, in a bid for success. Take the Indian scene, for instance. From horizontal portals such as Rediff to verti cal ones such as baazee.com, there are scores of online auction sites waiting for the bargain-crazy customer to stop by.

Brand as catalyst for corporate growth
Brands are being recognised as the company's most valuable asset and represent the focal point for corporate growth, future success and ongoing profitability.

CRM: Technology spices up old flavours
Many CEOs consider it fashionable to say they have initiated CRM (customer relationship management) programmes in their organisations. Yet, there is considerable confusion as to what it is. Companies that are engaged in some form of direct marketing or d atabase marketing think they have a CRM programme going. Others who have started some kind of customer satisfaction measurement also believe that they are in the CRM game. Any company that has a special club for its dealers or customers too claims to use CRM. Many others consider CRM a new promotional or selling tool.

Speaking a different lingo
Confronted with a saturated market in Kerala, the Malayala Manorama group is determinedly headed North. And, it's swift progress has made the competition sit up and take notice.

Branding in the new economy
In the old world, we talked about speed to market and said that in the future, there will be only two sorts of companies, those that are quick and those that are dead. Well, the future is here.

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