The success of a research process hinges on the literature review. A literature review (LR) is an academic work that examines the current work on a specific topic. It implicitly demonstrates the author’s knowledge and...
In the last one hundred years or so, the world has changed much more than it did in the thousands of years before that. The growth witnessed is stupendous. To understand, tackle and survive in...
The COVID pandemic has driven all to our wit’s end. The governments, medical fraternity and others are struggling to bring it under control. They are doing their best with all their might. Hats off to...
In an effort to understand the behaviour of consumers in their process of buying, many theories, concepts, models etc., have been forwarded. From social psychology marketers have adopted Construal level theory (CLT) to explain how...
With the onset of LPG, India has seen a rise in the flow of FDI into the country. Though this phenomenon is good for the economy, unbridled inflow is not without danger. Being aware of...
Very recently, Rajdeep Sardesai, one of India’s well-known television journalists, disabled his Twitter account. He cited “concerted campaign of lies and abuse on a daily basis” being the reason for his action. This raises the...
Digital marketing seems to have caught the imagination of our young professionals. It is logical because the evolving technologies have a tendency to move away from analog to digital. The ever growing digitalization seems to...
Over the past half century, business in general and retail in particular has achieved enviable growth in terms of technology and revenue. Development seems to be a sure thing in view of the burgeoning economies...
Business analytics, big data, and data science, are the most happening things in the business arena. Companies are collecting data from every customer who visit them at every turn and have accumulated piles of data...
In this era of internet of things (IOT), one cannot live without internet. This is more so in case of marketing. Modern marketers are increasingly making use of internet and web based technologies for their...
Marketing isn’t the same as it used to be. Radical changes have been brought about largely by ‘technology and connectivity’. The evolution of digital technology is fueling disruptive changes in the marketing environment. Yet, this...
Pay what you want – PWYW – as it is called is a pricing strategy. It is a pricing model that lets customers decide how much they want to pay, including zero, for a particular...
