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Business, Management and Accounting >
PRIMA: Practices and Research in Marketing
Publisher:Publishing India Group
Editor in chief:Prof. Pratima Sheorey
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Facebook Marketing Using Facebook Pages For Indian Marketers: An Overview
Volume: 4 | Issue no: 1-2013 | Pagination: 36-43
Facebook is a social networking service and website founded in 2004 by Mark Zuckerberg and his associate students. A social networking serviceor website is an online service or website that helps to build social relations among different people who share common interests, values, and backgrounds. As of October 2012[update], Facebook has over one billion active users with about 700,000 new people joining each day. Facebook is a platform of sharing information. It connects people with their friends and others who work, study and live around them. While Facebook may have had simple genesis as a directory for college students, today it has become an advanced communications system that is growing faster than any other online platform. Facebook Pages is a Facebook feature that helps businesses, organisations, and brands share their information and connect with consumers. The official representative of an organisation, business or brand can create a Facebook Page for their company or organisation.This article describes the features of Facebook Pages and explains how companies can market on Facebook using Facebook pages.
Assessment Of Customer Centric Practices
Volume: 4 | Issue no: 1-2013 | Pagination: 29-35
Customer orientation is a popular term used by marketers. Different studies have assessed the extent to which organizations implement customer orientation. However, fewer studies are available in the context of Indian banking. Our study intends to fill the gap by scanning the literature concerning the subject, undertaking the content analysis of mission statements for banks in India and analyzing the perception of employees towards various dimensions of customer centricity. The study captured the perception of employees working in public sector, private sector and co-operative banks. The findings suggest that higher scores were obtained for comprehensive need analysis, capturing customer understanding, customer value suggestions, and solution focus and comparative lower scores were obtained for role of frontline in customer understanding, empowerment of frontline, and incentives for profitability. The finding highlights that management needs to devise methodologies for employee engagement which can have an effect on customer orientation. It underscores the need to create cross functional teams which can break the silo mentality.
A Study On Digital Marketing Preferences Of Generation Y With Specific Reference To The Purchase Of Laptops
Volume: 4 | Issue no: 1-2013 | Pagination: 17-28
Digital marketing can be defined as the method in which products and services are promoted through digital distribution channels. As more and more customers are using digital media companies are resorting to digital marketing as a source to reach target market segments Digital strategies have blossomed due to their targeting optimization, cost-effectiveness, measurability, and huge growth in relevance. Generation Y comprises of people born between 1980 and1995. The Gen Y is the first generation that has grown up with the Internet and mobile phones. They are far more technology savvy than previous generations, have access and the skills to use networked digital technologies. So marketers have to resort to digital marketing and other modern marketing channels to reach out to this generation. The Indian PC market is expected to register a double digit growth in 2013 signifying huge demand for laptops as India's "Generation Y" is using new networking models and social media platforms such as Facebook, Twitter, instant messaging (IM) and chat. While numerous studies have been done on preferences of Gen Y, there have been very few studies done on the marketing channels preferred by Gen Y while buying a laptop. Research Methodology: A qualitative survey was done on a sample size of 366 respondents falling in the age group of 18 years to 35 years (characterized as Gen Y), to identify different types of digital and modern marketing channels which have an influence on the generation Y and are preferred by them with specific reference to the purchase of laptops.
Cause Related Marketing: A Strategy To Communicate Corporate Social Responsibility
Author:Sheetal Soni, Abhishek Soni
Volume: 4 | Issue no: 1-2013 | Pagination: 10-16
It is not just profit that matters, but also the other two Ps-people and planet. Bearing it in mind, marketers have changed their way of marketing the product. Many of the marketers like Idea, Aircel, Toyota, Nokia, and P&G changed the fate of many by their active involvement in social welfare activities, understanding their corporate social responsibilities well. Nowadays companies are finding new ways to discharge their corporate social responsibility and Cause-related marketing (CRM) is one of them. Cause-related marketing has become a communication tool for increasing customer loyalty and building reputation. The present study is based on quantitative analysis in which fifty respondent's views were analyzed, with the help of factor analysis, in context to cause-related marketing strategy and their level of involvement. The study endeavours to explore the consumer's perception towards changing role of businesses, success of cause-related marketing activities as a form of discharging corporate social responsibility, consumer's awareness and concern for social causes and thereby evaluating the impact of all these effects on company's brand image.
A Study On Perception Of Investors Towards Gold As An Investment Avenue In Madurai City
Volume: 4 | Issue no: 1-2013 | Pagination: 1-8
Since the beginning of civilization, gold has been one of the most sought after metals in the world. Because of its durability it has been used by nations as fiat currency. Nations may fall, paper money may lose its value but gold will always remain as something of value. But there are certain disadvantages in investing gold. As compared to other precious metals, gold has a low industrial demand. Largely investors only decide its demand and value. In the short run, gold is an excellent store-house of wealth as long term investment gold is not an ideal investment. This is because its return is easily outplaced by the equity market. Moreover investment in gold has no payout in terms of dividends. This study aims at collecting investor's response towards investment in gold. Seventy five respondents were interviewed through structured questions. Pros and cons of investing gold have been elicited. The author has highlighted the limitations in investing in gold. It is learned that gold import has eroded most of our foreign currency.so it will increase our current account deficit resulting in declining our rupee value against dollar.
Book Review On - 'What Works' By Hamish Mcrae
Volume: 3 | Issue no: 2-2012 | Pagination: 49
In Given the dominance of Facebook globally, this paper will present a selective review of Social Media Analytics tools for Facebook.
Social Media Metrics, Tools & Analytics
Author:Omnath Killekar, Hiral Shah, Ashish Kolge
Volume: 3 | Issue no: 2-2012 | Pagination: 36-46
In recent years the use of Social Media has increased to hundreds of millions of users all around the world who are participating in the "Social computing revolution" by using social networking sites, micro-blogging and photo sharing websites, location-based and cloud services. A direct consequence of the social media revolution is the rapid increase in social data. The emerging field of Social Media Analytics is concerned with making social data meaningful and actionable for various brands and enterprises. When used properly, social media can be a great tool to help businesses reach out to the new potential customers and engage with the existing customers to promote, facilitate, and support participation, collaboration and co- creation. Social Media Analytics is a fairly new field. Thus, there are bound to be a lot of theories floating around. Theories that are applied in this domain are from various fields like Psychology, Sociology, Business Analytics, Data Intelligence and Communications too. Since the Social Media dimension is new and is still evolving, there is no defined set of rules to follow to get the best out of the social channels in organizational settings. As such, many operational issues and managerial challenges exist for social media in organizational settings. Social Media Analytics is a new field that seeks to address the operational issues and managerial challenges by providing metrics, techniques and tools for gaining insights from social data.
B2b Marketing Through Social Media Using Web Analytics
Author:Debi Prasad Dash, Alok Sharma
Volume: 3 | Issue no: 2-2012 | Pagination: 23-34
In this paper we are analysing the strategic differentiation between the use of social media for B2C and B2B. Overall use of social media in B2B is 30% less than B2C. Different research reports are showing that use of Social media in B2B marketing is not significant as B2C marketing and still in nascent stage.
Social Media As A Future Marketing Tool In India: An Overview
Volume: 3 | Issue no: 2-2012 | Pagination: 16-21
Social media includes web and mobile technologies used to roll communication into interactive discussion. Social media is media for social interaction as a super-set beyond social communication. Social media is facilitated by globally reachable and scalable communication techniques and has significantly changed the way organizations, communities and individuals communicate. Social media marketing refers to the process of gaining website traffic or attention through social media sites like Facebook, Twitter, Blogs, YouTube etc. Marketers are witnessing the change in the marketing era from Customer-centric to Values-driven. In a world full of confusion, today's customers are searching for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision and values .They look for not only functional and emotional fulfillment but also human values and spirit fulfillment in the products and services they choose. Hence, companies will have to expand their focus to humankind issues.
Effect Of Brand Trust, Brand Affect And Brand Image On Customer Brand Loyalty And Consumer Brand Extension Attitude In Fmcg Sector
Author:Nischay K. Upamanny, Garima Mathur
Volume: 3 | Issue no: 2-2012 | Pagination: 1-14
In this research article we have examined the Effect of Brand Trust, Brand Affect and Brand image on Customer brand loyalty and also cause and effect relationship is established between customer brand loyalty and consumer brand extension attitude in context of FMCG sector. The data was collected from 300 customer of FMCG sector at Gwalior City of Central India. Results are analyzed through Multivariate analysis (MANCOVA). Linear regression was also applied between independent variable and dependent variable.
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