“… the business enterprise has only two basic functions: marketing and
innovation”-Peter Drucker, the father of modern marketing.
As markets in developed world are increasingly becoming saturated,
businesses are focusing on emerging markets; and provide enormous opportunities
for marketers who can customize and contextualize market offerings to specific,
localized needs of customers in these economically and culturally diverse
regions.
Therefore, marketers have to intensify their imagination and innovations
in their marketing strategies for emerging markets for understanding and
serving these markets in a better way. Organizations that are innovative and
adaptable to such changing global scenario, can only sustain for longer period
of time.
SSIM as held a International conference on the theme “Innovative Marketing
Strategies for Emerging Markets – What’s Next?” on Feb 11,12 of this year and it was a success.
Sri V.R. Kaundiya, Global CEO, Advanta India Ltd., inaugurated Samaroh 2013.
The Keynote address was delivered by Mr. Govind Nath Wunnava, Regional
Marketing Manager, Reliance Digital, an alumnus of SSIM. And Dr. V.G. Chari,
Director-Academic, presided over the ceremony.
The
conference aims to provide opportunities for academicians, researchers,
corporate executives, and students to share, learn and contribute to the
discussion on:
•
Understanding the background of Emerging Markets.
• Strategies
for unleashing the potential of Emerging Markets.
•
Differential marketing strategies for Emerging Markets.
•
Contemporary issues and challenges related to Emerging Markets.
More than 50
abstracts were received of which 32 research papers were shortlisted for
presentation.
The articles
received were focusing on the following challenges and issues:
¨
Performance measures in marketing –
marketing analytics – tools and techniques for the future – consumer marketing
metrics, product marketing metrics, direct/database metrics and internet
marketing metrics.
¨
The effect of celebrity,
endorsements and its measurement – emphasizing on the need for perfectly
blended and strategically designed to reap the benefits for sustainable brand
equity.
¨
Green marketing
¨
A door of new opportunities for
companies to rebrand and co-brand themselves – and serving as a tool for
environmental sustainability – emphasizing on the benefits and challenges of
green marketing.
