THIS WEEK: THE INDIAN TEXTILE & APPAREL INDUSTRY |
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Selections from management journals NUGGETS |
Marketing is a $450 billion industry and to date, there was no tool that allowed managers to identify, from a consumer's perspective, the most effective set of contacts in which to invest. Amitava Chattopadhyay, the L'Oreal chaired professor of marketing innovation and creativity from Insead, and Jean-Louis Laborie from Integration, describe a tool that can do just this. The authors show how this tool empowers marketers, and more broadly brand owners, to identify the critical contacts that are relevant for a particular brand, but also to integrate these key contact points and deliver brand experience through a relevant and pertinent set of consumer brand encounters, at a minimum cost, but with a maximum impact. |
Read this article at http://knowledge.insead.edu |
Have you ever dreamt of marching into a competitor's business, sidling up to a customer, and whispering in her ear that she could get a better price at your place? Stop dreaming. For marketers on the web, that fantasy tactic is now within reach. There's a new breed of comparison-shopping software that lets businesses target potential customers when they're browsing for products on the sites of competitors, giving marketers a chance to lure buyers away with better deals. Say, a shopper is browsing at an online store. When she clicks on a specific product, the software generates an ad featuring links to vendors offering the same item for lower prices. It's similar to a bargain-hunting site, such as Shopping.com "" except that it offers competitive prices wherever consumers shop. |
Read the complete article at http://www.inc.com/magazine |