JULY 2009
SPORTS SPONSORSHIP
GOING FOR THE GOLD
IN THIS ISSUE SPECIAL INTERVIEW PROF NIRMALYA KUMAR
LONDON BUSINESS SCHOOL ASIAN PAINTS: COLORS FOR EVERYONE CELEBRITY ENDORSEMENT MODEL FOREIGN FLAVORS IN INDIA
markathon
Vol I, Issue 4
The IIM Shillong Marketing Magazine
FROM THE EDITOR
“Distant Winds have a way of moving faster than we imagine”
Dear Readers,
The word “caution” is usually used in two contexts. First one, when an imminent danger is approaching and the second context intimates about missing an opportunity. In the retrospect of the first sentence, I link the above analogy with the opportunities to be savoured from the UPA II’s first budget. The budget has infused gargantuan funds into the rural and social sector, thus creating a multiplier effect for the economy. Tax rates have been curtailed in many forms to infuse corporate & individual treasuries with fresh cash. But instead of fine-tuning tax saving plans, I would suggest one to channelize their saving towards building a robust wealth portfolio. Moreover, again my projections take me to marketing companies, in particular FMCG and auto sector, where their exposure to rural Our June 2009 economy makes them the right Cover choice for investment. Leveraging brand equity to generate cash flows is one of the most important functions of marketers. The same importance has been demonstrated in the Cover Story where sports sponsorship is projected as the saviour in disguise. Dr Douglous Turco from Drexel University has opined on a range of subjects concerning the sport sponsorship industry and has also talked about its basic premises in India. It is really disheartening to see the dismal appeal of sport in India, where its followers constitute a meagre 0.4% of the population as compared to up to 70 % in developed economies like Australia. Thus, of late, Indian marketers are slowly realizing the immense potential of the sport sponsorship market and it would be interesting to see how... [continues]
SPORTS SPONSORSHIP
GOING FOR THE GOLD
IN THIS ISSUE SPECIAL INTERVIEW PROF NIRMALYA KUMAR
LONDON BUSINESS SCHOOL ASIAN PAINTS: COLORS FOR EVERYONE CELEBRITY ENDORSEMENT MODEL FOREIGN FLAVORS IN INDIA
markathon
Vol I, Issue 4
The IIM Shillong Marketing Magazine
FROM THE EDITOR
“Distant Winds have a way of moving faster than we imagine”
Dear Readers,
The word “caution” is usually used in two contexts. First one, when an imminent danger is approaching and the second context intimates about missing an opportunity. In the retrospect of the first sentence, I link the above analogy with the opportunities to be savoured from the UPA II’s first budget. The budget has infused gargantuan funds into the rural and social sector, thus creating a multiplier effect for the economy. Tax rates have been curtailed in many forms to infuse corporate & individual treasuries with fresh cash. But instead of fine-tuning tax saving plans, I would suggest one to channelize their saving towards building a robust wealth portfolio. Moreover, again my projections take me to marketing companies, in particular FMCG and auto sector, where their exposure to rural Our June 2009 economy makes them the right Cover choice for investment. Leveraging brand equity to generate cash flows is one of the most important functions of marketers. The same importance has been demonstrated in the Cover Story where sports sponsorship is projected as the saviour in disguise. Dr Douglous Turco from Drexel University has opined on a range of subjects concerning the sport sponsorship industry and has also talked about its basic premises in India. It is really disheartening to see the dismal appeal of sport in India, where its followers constitute a meagre 0.4% of the population as compared to up to 70 % in developed economies like Australia. Thus, of late, Indian marketers are slowly realizing the immense potential of the sport sponsorship market and it would be interesting to see how... [continues]
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