01
Original Article
Open Access
Impact of Ambient Music and Affability of Salespersons on Consumer Behavior in a Real Retail Setting with Emphasis on Gender Difference
Shalini Jha, Bharti Singh
· pp. 5–11
DOI: 10.17010/ijom/2013/v43/i4/36373
The Indian retail sector is facing intense competition. Though new stores and malls are coming up every day, but differentiating their retail offerings is a real challenge for all of them. It is difficult for retailers to maintain an advantageous …
Keywords:
Store Atmospherics, Customer Experience, Background Music, Behavior of Salesperson, Gender Difference
02
Original Article
Open Access
Review of SKUs in the Indian Paint Industry
Devendra Kumar Pandey
· pp. 12–17
DOI: 10.17010/ijom/2013/v43/i4/36374
A stock-keeping unit or SKU is a unique identifier for each distinct product that can be purchased. SKUs are used in data management, enabling the company to systematically track its inventory or product availability. Each SKU is attached to a …
Keywords:
SKU, Inventory, Paint Industry, Slow Moving Stock
03
Original Article
Open Access
Problems and Prospects of Backwater Tourism in Kerala with Special Reference to Alappuzha District
Ashish Varughese
· pp. 18–29
DOI: 10.17010/ijom/2013/v43/i4/36375
The desire to travel in order to see new sights, to gain new experiences, and to live under different environments will always grow. This means that the demand for travel and tourism products will grow, and it can be marketed. …
Keywords:
Backwater Tourism, Tourist Perception, Houseboats, Domestic Tourists, Foreign Tourists, Kettuvallom
04
Original Article
Open Access
It's Time to Go Green with Pride: A Conceptual Study of Green Marketing
Raji Parameshwaran Pillai
· pp. 30–34
DOI: 10.17010/ijom/2013/v43/i4/36378
Purpose: The purpose of the paper is to discuss the subject of 'concern for the environment' in depth and to discuss how each one of us can contribute towards conservation of ecology. The paper aims to find out how the …
Keywords:
Resources, Environment, Ecology, Going Green, Conserver
05
Original Article
Open Access
Promotion Using Product Placement in Movies: Perception of Rural and Urban Indian Audience
Vardhan Choubey, Riddhi Bumb
· pp. 35–41
DOI: 10.17010/ijom/2013/v43/i4/36379
Product placement as a promotional tool is often used as an alternative by marketers. Not much focus is placed on this tool. The present paper discusses concepts related to product placement. The paper highlights the importance of product placement as …
Keywords:
Visual Placements, Rural and Urban Audience, Bollywood Movies
06
Original Article
Open Access
Guerrilla Marketing: A Theoretical Review
Sajoy P. B.
· pp. 42–47
DOI: 10.17010/ijom/2013/v43/i4/36380
Guerrilla marketing, in spite of its modest beginnings in the early 1960s, is today extensively used not just by small and medium enterprises, but also by big corporations. Guerrilla marketing, with its unique characteristic of surprise, diffusion and low cost …
Keywords:
Guerrilla Marketing, Ambient Marketing, Sensation Marketing, Viral Marketing, Buzz Marketing, Ambush Marketing, Surprise Effect, Diffusion Effect, Low Cost Effect, Word of Mouth
07
Original Article
Open Access
Superior Customer Value: Strategies For Winning and Retaining Customers
Donovan A. McFarlane
· pp. 48–55
DOI: 10.17010/ijom/2013/v43/i4/36381
Customer value has become a strategically significant factor in global competitiveness and its value as a vehicle for transitioning from market-driven and reactive to market-driving and anticipatory firms is being increasingly recognized. Dr. Art Weinstein communicates this understanding and paradigm …
Keywords:
Benchmarking, Customer Experience Management (CEM), Customer Loyalty, Customer Satisfaction, Customer Value (CV), Customer Value Theory (CVT), Customer Value Funnel (CVF), Customer Retention (CR), Customer Relationship Management (CRM)
