S Arunachalam: What do you think are going to be the five big trends in marketing academia and marketing practice?
Rob Palmatier: It is hard to nail down just five specific trends. I think there are a number of trends. When it comes to marketing academia versus marketing practice, in my own case, in nearly all of my personal research, I …Read More »
By Meenakshee Sinha and S. Arunachalam
What were the key success factors for Arogya Parivar, a bottom-of-the-pyramid initiative by Swiss pharmaceutical major Novartis? In this article, Meenakshee Sinha and Professor S. Arunachalam present a replicable fast-moving consumer good blueprint for rural marketing based on the Arogya Parivar experience.
The Transforming Pharma Landscape
In the past century, scientific breakthroughs and economic development enabled pharmaceutical …Read More »
The research by Professors Sundar Bharadwaj, S Arunachalam, and Ananthanarayanan S indicates that India’s technological revolution, which is heavily based on smartphone usage, is yet to address several critical areas of knowledge building. For the Digital India Programme to be effective, India needs to be a knowledge based economy as well as a digitally empowered one and hence, a good …Read More »
Based on the research of S. Arunachalam and Sridhar N. Ramaswami
Customers show divided attitudinal loyalty towards various brands. Companies are not adept at handling customers’ divided loyalties because not much is known about this issue. A study by S. Arunachalam and his colleague helps in achieving a nuanced understanding of the reasons and motivations for customers’ divided loyalty attitudes. They …Read More »