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Browsing all articles in Knowledge
Should all cold calls be banned?
The answer may not be as obvious as you think. Sometime back, a scribe who covers marketing and advertising for a leading publication, asked me how the tele-marketers get her number and call her on her mobile, often at hours Read More..
Size doesn’t matter
When it comes to direct marketing, entrepreneurs may be better off than the big guys… I have a friend who runs his own editing studio. He has three or four regular clients, and a whole lot of ‘one-off-ers’, who Read More..
First Steps in Database
The first steps towards turning lists into databases, and data into information… The most used and abused word in Direct Marketing is database. Those who have it, think of it as their most prized asset. “Once we know about our Read More..
It’s the service, stupid!
Manufacturers need to worry about selling, or they may soon have no one to sell to… Four months back I bought a fridge. Did I buy a product or a service? Is the car I own a product or Read More..
Worldwide Chandni Chowk
The world’s newest market may have the same problems as one of its oldest… Have you ever been to Chandni Chowk? More specifically, Chandni Chowk market? It’s right next to Delhi Railway Station, a stone’s throw from the Interstate Bus Read More..
Offer a freebie, or simply kiss!
Three days before World Cup cricket semi-final, I went to buy a new LCD TV. City: Bangalore. Store: Ezone. I searched, but couldn’t get anything within my budget. So, I hopped into another shop, couple of minutes… Read full article
