Research is a human activity based on intellectual investigation and aimed at discovering, interpreting, and revising human knowledge on different aspects of the world. The most important characteristics of formal research (as defined by Paul Leedy) is that it involves the interpretation of data to draw conclusions. Research originates with a question or problem. Research […]
New Economic Policy of 1991 (Liberalization/Reforms)
The New Economic Policy of India policy was introduced in 1991 by the P. V. Narasimha Rao government, which exposed the India Economy to the global world for the first time. Also referred to as the LPG Model of growth, The New Economic Policy of 1991 has brought changes in various sectors of the Indian […]
Brand Extension Strategy Explained: Types and Examples
Learn about the concept of brand extension, including line and category extensions. Understand the advantages and disadvantages of brand extension, and the factors that contribute to successful brand extension. Brand Extensions What is Brand Extension? Brand Extension is a marketing strategy in which a successful brand name is used to launch new or modified products […]
Typical ‘University Interview Questions’ for Study Abroad Programs
Several universities abroad conduct interviews of prospective students. So if you’re based in India and intend to study abroad, please bear that in mind. If not a face to face interview, the foreign university will expect you to answer a list of questions in order to know more about you, and the reasons why you […]
How to Write an Essay for a STUDY ABROAD program
If your university abroad requires you to write a personal essay or statement for your application (some don’t!), doing so isn’t as big a deal as those essays you wrote for admission to college — unless it must be written in a foreign language. The host school usually merely wants to find out more about […]
What is Brand Equity?
Brand Equity is generally defined in terms of marketing effects uniquely attributable to a brand. Brand equity represents the total value that accrues to a product as a result of a company’s cumulative investments in the marketing of the brand. Brand equity can also be thought of as an asset representing the value created by […]
Brand and Brand Elements
A brand is much more than a name or a logo, and represents the full ‘personality’ of the company. Here we understand the concept of brand, its elements, and the advantages it offers. Importance of a Brand Businesses that invest in and sustain leading brands prosper whereas those that fail are left to fight for […]
Raja Ram Mohan Roy
Raja Ram Mohan Roy and His Reforms to Eradicate Social Evils. Raja Ram Mohan Roy was a great reformer and thinker, much ahead of his times, and fought hard to get rid of various social evils from the Indian society. He is well known for his efforts to abolish the practices of sati and child […]
Role of Media
Right from the beginning, the role of media has been to enable the communication of information, news, messages to reach a wide audience, and more importantly, over the geographical dispersed audience. Over the years, the media became a powerful tool to disseminate information. What is Media Media refers to the main means of mass communication […]
Understanding a Multinational Corporation (MNC)
When discussing a Multinational Corporation (MNC), terms like Multinational Enterprise (MNE) and Transnational Corporation (TNC) are also commonly used. While they are all involved in international operations, there are some distinctions between these terms. An MNC is a firm that is involved in the production of goods or services in at least one country other […]
Stakeholder Theory Explained
Stakeholder theory states that the objectives of creditors, customers, employees and society as a whole should be included. The stakeholder theory, put forward by Edward Freeman, links to corporate social responsibility but the main difference is that it starts from the world’s perspective rather than starting from a business perspective. It takes into account benefits […]
Common Sentence Writing Problems & How to Fix Them
In academic writing, Undergraduate and Masters students often encounter specific challenges that can affect the clarity and quality of their sentences. Being aware of these common issues while framing sentences and actively working to address them during the writing and revision process can significantly enhance the quality of your academic writing. Here are some common […]
Customer Loyalty Ladder: Importance, Strategies for Building Loyalty
The customer loyalty ladder is a hierarchical model that enables businesses to classify customers based on their relationship and level of engagement with the business. It is a valuable tool to understand and nurture customer relationships that helps businesses increase customer satisfaction and create long-term loyalty. Satisfaction and Loyalty Satisfied customers provide positive word of […]
What is Branding? Basics & Concepts of Brand Management
In Brand management, terms like brand, brand values, brand image, brand identify, brand position, brand equity, brand performance, may seem related, they have distinct meanings in brand management although they may be interconnected. For example, a brand has an identity, which contributes to its image, position, and equity. The values of a brand guide its […]
SERVQUAL Model of Service Quality Explained
SERVQUAL is a widely used framework for assessing and measuring service quality in various industries and settings. SERVQUAL is based on the premise that customers’ perceptions of service quality are shaped by their expectations and the actual service they receive. Companies measure customer satisfaction as an indicator of service quality. This enables them to improve […]
Customer Profitability Analysis: CLV and other metrics explained
Not all customers are alike; they differ in their real profitability. Marketing is the art of attracting and keeping profitable customers. It involves making use of the 80– 20 rule, and in extreme cases see the most profitable 20 percent of customers may even contribute as much as 150 to 300 percent of profitability. A […]
Customer Acquisition & Retention Strategies
Customer Acquisition and Customer Retention are two essential strategies in marketing that focus on acquiring new customers and retaining existing ones. Customer lifecycle management (CLM) involves measuring various customer related metrics, which, when analyzed for a period of time, provides insights about the performance of a business. The four phases of Customer lifecycle include Marketing, […]
What is Relationship Marketing? Definition, Benefits and Examples.
Relationship marketing is a connection between equal partners, characterized by trust, commitment, communication, and sharing, which results in the mutual achievement of goals. It is basically interaction in networks of relationships. Relationships require at least two parties who are in contact with each other. The basic two-party relationship of marketing is that between a SUPPLIER […]
Colloquium (Presentation) for Thesis or Dissertation: How to write, structure
In the context of a thesis or dissertation, a colloquium typically refers to a presentation or oral defense of the research work done by the student. It is an opportunity for the student to present their findings, methodology, and conclusions to a panel of faculty members, experts, and peers. Once you have completed your thesis/dissertation, […]
Customer Value Chain
Francis Buttle’s Customer Value Chain outlines the stages involved in creating customer value and building profitable customer relationships within the context of customer relationship management (CRM). Customer Value Chain provides a systematic means of displaying and categorizing value activities and margin. At each stage in the value chain, there is an opportunity to contribute positively […]
