15th October- 15th November 2005 Issue Highlights
On Stands Now
Marketing Wisdom

From the World's Best
What's the best way to go to the market? Build brands. Deliver engaging experience. Promote. And measure the results. World's best marketing thinkers offer advice
Essay
Marketing is dead. Long live marketing!
What's the crisis in marketing? Why this state? What's the way out? Editor Amit Agnihotri reviews the state, and shares five lessons
'Marketing has to re-examine all of its central concepts'
Philip Kotler		 'Marketers are still stuck in the memories of golden 60s & 70s'
Jagdish Sheth		 'A great product is the starting point of a strong brand'
Kevin Keller		   'Customers see higher value when they can co-create'
Venkat Ramaswamy
         
'Experiential marketing gives you a competitive edge'
Bernd Schmitt		 'One-way model of communication doesn't work any more'
Don Schultz		 'Markets undergo changes faster than marketers'
Nirmalya Kumar		   'P&G and HP are leading the marketing RoI wave'
James Lenskold
'Guiding Principles of IMC'
A strategic IMC approach has to be focussed on the customer’s total experience with the product and the company, not just marcom activities		 'RoI is the Measure'
With profits as the goal and the marketing budget managed as an investment, RoI must emerge as the primary marketing measurement		 'Building Blocks of Co-Creation'
From Intel to Microsoft to Nokia, consumers are helping companies to develop new technologies and prodcuts, thereby co-shaping the future		   'Brand-Building Implications'
A strong brand appeals to both the head and heart
'Managing a brand'
In an age of increasing brand and communication clutter, marketers are slowly but steadily gearing up to meet the brand management challenge		 'Exit customer, enter the guest'
Experience is no more a means to the end. Now, more and more marketers realise that a product or service is only a means to an experience
'Delivery models: Many to many'
In this Collectors Issue, Pitch analyses the paradigm shifts which the world of distribution has undergone during the past one decade or so
   'Integrate or perish'
Integration of an assortment of communication channels is the answer to marketers quandary of problem with the galore of media channels
 

Marketing wisdom is an oxymoron

Anurag Batra
Publisher & Editor-in-Chief, Pitch
 
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  • Print must ensure credibility & quality
  • India turns brand-conscious
  • Catchy names, prizes crucial for promos
  • Oye Bubbly goes online!
  • Durables—time to go rural!
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