Since 1991, India is emerging as a key destination for marketers from across the globe. However, littlework of relevance has been undertaken to understand the Indian Consumers. It is believed that the Indian metropolitan consumers are fairly homogeneous in nature. In this paper, we report the...

This chapter traces the journey from relatively simple example of direct marketing online (spam) to more recent exercises in which consumers are more subtly tracked, profiled and targeted by advertisers. This targeting has appeared first on-line but increasingly offline tracking will be used...

Bottom of the pyramid has been the most talked about topic in the last decade. While much has been said and written on the topic, corporate is yet to realize the true potential of this untapped market. This market segment needs to be treated differently. Offering low quality products at lower...

The Indian retail market is the fastest growing sector in the Indian economy and offers tremendous potential to the modern marketer. The predominant factor that can be attributed to this progressive scenario among other things is the emergence of youth as a powerful consumer segment....

For policy purposes, it is important to understand the relative efficacy of various methods to target the poor. Recently, participatory methods have received particular attention. We examine the effectiveness of a hybrid two-step process that combines a participatory wealth ranking and a...

Advertisers are demanding more accurate estimates of the impact of targeted advertisements, yet no study proposes an appropriate methodology to analyze the effectiveness of a targeted advertising campaign, and there is a dearth of empirical evidence on the effectiveness of targeted advertising...

The existing research on the behavior of user innovators has focused almost exclusively on younger users. In light of the demographic shift and the increasing importance of the "Silver Market" segment (customers 55 years plus), we analyzed whether important determinants of user innovator...

Die Chancen der Seniorenwirtschaft für kleine und mittlere Unternehmen im Zuge des demografischen Wandels in Sachsen-Anhalt wurde untersucht, wie sich Unternehmen mit ihren Produkten bzw. Dienstleistungen auf Senioren als Kundengruppe einstellen. Dabei wurden die Branchen Einzelhandel,...