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Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
A Brand Manager’s Guide to Losing Control
Social media platforms have taken some of the marketing power away from companies and given it to consumers. Jill Avery discusses the landscape of “open source branding,” wherein consumers not only discuss and disseminate branded content, they also create it. Carmen Nobel, Senior Editor, HBS Working Knowledge

Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers ....Read More

4Ps Business & Marketing with the Indian Council for Market Research (ICMR), Brings to you the 2014 Consumer Compendium - the most comprehensive & cogent analysis of Indian consumers and their unique buying behaviours
. ....Read More

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