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The Future of Marketing
Today, marketing departments are feeling embattled. A look at some ideas which might just save them.
'Marketing has to Redefine Itself'
Jagdish Sheth, the Charles H. Kellstadt professor of marketing at Emory University's Goizueta School of Business,
outlines a radical new role for this corporate function
Step Aside, four Ps
An exclusive extract from Jagdish Sheth and Rajendra Sisodia’s forthcoming book titled The 4As of Marketing
'An Inability to Market Ourselves'
Market strategy consultant, teacher and erstwhile market researcher Rama Bijapurkar pushes for an enlarged business
role for marketing departments
VIEW: 'Marketers Focus too much on the Product'
Instead, they should look at the entire ownership experience, says Philip Kotler
Holistic Marketing
Extract from Marketing Moves, written by Philip Kotler, Dipak Jain and Suvit Maesincee (Harvard Business School
Press). Published with permission from professor Philip Kotler
ANTI-VIEW: 'Don't Overdo Customer Experience'
Anand Halve, an advertising industry veteran with 28 years' experience and the co-founder of chlorophyll, a brand and
advertising consultancy, evaluates what the 'father of traditional marketing' had to say
VIEW: 'The Answer Lies in Customer Experience'
Venkat Ramaswamy, professor of marketing at the Stephen M. Ross School of Business, University of Michigan,
discusses how companies can win the game by co-creating the experiences with consumers
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ANTI-VIEW: 'Unique Solutions for Many People'
What issues will managers encounter while co-creating customer experiences? S. Sivakumar, CEO of ITC's International
Business Division, which runs eChoupal, shares his learnings
'Brand owners still have the mentality of emperors...'
...and they haven't yet realised they are wearing no clothes, says Nirmalya Kumar, director of London Business School's
Centre for Marketing, and co-director of its Aditya Birla India Centre
Buzz Marketing: The Way to Reach out to the No Logo Generation'
With traditional advertising techniques gradually losing their ability to tap target audiences, companies are turning to
word-of-mouth approaches
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