Friday, April 5, 2013

Markathon April 2013 Edition




Dear Readers,
The month of April marks the beginning of the Indian summer season. However, things got heated up in the month of March itself for the Indian Cricket enthusiasts who celebrated India's 4-0 whitewash over Australia in the Border Gavaskar Trophy. It is a historic feat as the series victory is India's biggest win in its Test history. The month of March also witnessed the launch of the much-awaited Samsung Galaxy S4, which according to many is a prominent sign of Samsung's lead over Apple in the smartphone market. Indian consumers can get a hand on the new gadget in the last week of April. Also, IPL fever returns in the month of April with the start of IPL Season 6, an exciting time for all marketing enthusiasts providing them the opportunity to witness new innovative television commercials that brands use to differentiate themselves in highly competitive market.

We would also like to thank you all for the overwhelming number of entries that we have received for this month’s edition. This goes to show how Markathon has developed as a platform to showcase the best minds of the Marketing domain. For a team that puts its soul into a magazine month in and month out, there cannot be a greater source of encouragement.

This edition's cover story is a fresh perspective on Valentine's Day and how it has gained tremendous popularity over other festival imports in India. There are many examples of why 14 February continues to attract intense interest from consumers and marketers alike. Over the last decade, businesses have enthusiastically embraced and capitalized on the commercial opportunities presented by Valentine’s Day. This poses a question that is answered by different people in different ways. The question is whether Valentine’s Day is an event signifying expression of love or it is the marketing of feelings? Read the cover story to find out whether the writer shares similar views with you or not.

This month’s Academic Vartalaap features an interaction with Mr. Rajesh Bagchi, Associate Professor of Marketing, Pamplin College of Business, Virginia Tech. Rajesh studies the psychological processes that underlie consumer and managerial decision-making and takes special interest in the field of consumer pricing judgments. In this exclusive interview with Markathon, he talks extensively about his interesting works of research and shares his learnings from what he believes is one of the most rewarding professions one can get into.

With a host of exciting stuff lined up for you, waste no time in taking on this delightful journey as you flip through the pages of the latest edition of Markathon.

As always, do send in your feedback/suggestions to markathon.iims@gmail.com.

Sit back and enjoy this issue!
 
Happy Reading

Team Markathon

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