Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Sep09-Article1-"SHAKTI" : A Strategic Marketing Approach of FMCG Giant,HUL-Enabling A Journey Towards Business Excellence In The Era of Globalization
- Price : 80.00
- Published on September 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Business Excellence can not be attributed to a common set of actions and it doesn’t happen overnight. A ‘Strategic Approach’ is the urgency which requires renewed conceptual understanding and significant insights into the contemporary environment. This makes the transformation of tactical marketing activities into strategic marketing essential. Today cost-efficiency does not provide long-term competitive advantage for companies whereas marketing, when conducted strategically, does (Kotler, 1999). In this study an attempt has been made for understanding of the strategic background of the project ‘SHAKTI’, a rural marketing initiatives of FMCG giant HUL, which the organization is thinking as the only option for sustenance and for excellence, in the era of globalization.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.