Monday, December 10, 2012

Markathon December 2012 Edition


Dear Readers,

In these festive seasons we see everywhere brands diving in the race to bag consumers’ share of wallet. This sight is bliss for all marketing enthusiasts providing them the opportunity to see how companies becomes innovatory to differentiate themselves in the neck to neck competitive market.

FDI has been on the hot topic of discussion for quite a while but there has been another topic too that has taken center stage among the thinkers. Reverse engineering! Does this ring a bell. The developed market is near saturation and top MNCs are turning their focus on the developing and thereafter the emerging economies. Markathon team thought to take the discussion to the new level. The cover story for this edition looks at the emerging economies from the lens of marketing. The story looks for factors that assure MNCs of money to be made at the bottom of the pyramid. It discusses the change in consumer behavior in such economies viz-a-viz the developed nation and suggests marketing strategies to target these consumers.

For corporate speaks, we have Mr. Nitin Bhat and Miss Aditi Vidyarthi both Senior Associate Consultant at Infosys, sharing insights on understanding the Hispanic customers. They go on to suggest the opportunity that lies within this big segment to the companies who should be looking positively on this market.

Moving on, this month’s Vartalaap feature an academician Prof. Parasuraman. He is a Professor and Holder of the James W. McLamore Chair in Marketing (endowed by the Burger King Corporation) and Director of PhD Programs at the School of Business, University of Miami. In this exclusive interview with Markathon, he talks about his industry and academic experiences and the growing importance of Services in Marketing.

With the junior team joining in, we take this opportunity to welcome Annam Vaibhav, Ashok A, Kamalpreet Saluja, Pallavi, Prateek Gaurav, Shashank Tomar, Sushree Tripathy and Swikruti Panda into the Markathon family. With some of the brightest and the most creative minds, we are sure the magazine will reach new heights with interesting sections and articles for our beloved readers.

As always, we will try to improvise and ascertain that together we will learn and grow. Send in your feedback/suggestions to It will go a long way in helping us create a better magazine for all of us.

So get into the mood of reading to discover the whole new emerging world of marketing.
Happy Reading
Team Markathon


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