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Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
K.K.Srivastava
What if she knows everything?
Traditional channels of advertising no longer serve the purpose of convincing consumers to buy a product. It’s time for marketers to look beyond the textbook strategies
A few days ago, I got a call from a friend. She was at a Dell outlet and wanted to buy a laptop. She’s aware that I keep a tab on developments in the gadgets arena and therefore trusts my judgment. In....Read More

Uncovering THE DATA TRAIL
4Ps Business & Marketing, in association with the indian Council for Market Research (ICMR), Brings to you the 2013 Consumer Compendium - the most comprehensive & cogent analysis of Indian consumers and their unique buying behaviours
....Read More

Where and how Indian retailers can influence the shopper in 2013
It is now possible for Indian retail brands to influence the consumer across multiple stages of the shopping journey since it is no longer confined to a store but encompasses in-store, on-line and out-of-store. Winners will be the brands that can take this splintered experience and make it coherent and seamless
The year 2013 is set to be an interesting year for the Indian retail sector. Despite the background of global financial uncertainty, the easing of FDI legislation looks likely to give the sector a sho....Read More

Why Responsiveness to Retail Promotions Varies Across Retailers
For years, retailers have relied on three types of retail promotional tools to sell their products: temporary price cuts, feature advertisements, and in-store displays. Under what retail conditions are these tools most effective for increasing sales?
Manufacturers often observe enormous differences across retail accounts in response to promotional activities. However, most studies focus only on consumer response to price cuts, usually due to insuf....Read More



 
 
 
 
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