Latest Issue

Marketing in the Now: Engaging the New Age Consumer

In today’s fast-paced world, consumers are going increasingly digital and are inundated by vast amounts of information that attempts to influence their every choice. With the internet, particularly social media and e-commerce, obfuscating the traditional boundaries, it has only thrown up more intriguing and complex challenges for marketers and brand strategists.

To this end, brands, be they private or public entities, or even the government, today need to navigate the fine lines between propriety and relevance, as they bank on creative communication to get their message across. And with the diversity and heterogeneity of the demographic profile that India presents, every step must be trodden with prudence. Brand strategists and marketers are nothing if not ingenious, but it takes very little to stump them as they deliver stellar communication to reach their target audiences.

In the latest issue of ISB Management ReThink, we explore what’s trending in the dynamic domains of marketing and branding and the way ahead for brands as they seek to remain relevant while pursuing profitability and growth. 

The idea of ISB Management ReThink was born out of the impending need to revisit and redefine the time-tested tenets of management, and at the same time, identify how they can still hold on to their relevance in contemporary times. With the ever-changing dynamics of management philosophies, and the associated classroom teaching methodology, it is about time to readjust the focus by shaking the fundamentals, breaking myths and bringing about the change necessary to survive in this cut-throat era of stiff competition.