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Article •
There is no doubt that influencer marketing is here to stay but Mirum India’s Samiksha Saxena and Simran Arora say there are ways to make it an even more effective tool.
Article •
Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.
Article •
Not even one among the top 100 star celebrities in China, is a son or daughter of anyone famous – they are all virtually self-made success stories.
Article •
Saurabh Sharma and Mickey Chak from Ogilvy & Mather illustrate fundamental principles for multi-national companies (MNCs) to follow when engaging with China and propose better ways of working with the Chinese government.
Article •
Chinese shoppers have recently demonstrated swarm-style purchase frenzies: panic-buying of common salt, then laundry detergent.
Article •
In China, the 30s is considered to be one of the toughest points of transition in a person's life.
Article •
China, which is already world's biggest market for cars, and India, which is heading to the number four spot by 2015, have a growing number of female drivers (and owners).
Article •
This paper focuses on the importance of purpose to the influence and success of businesses and brands.
Article •
This article discusses the paradoxical challenge facing global brands: how to globalise their franchise and still appeal to culturally distinct markets.
Article •
CelebrityZ, a celebrity equity research project, looks at the benefits and problems of using celebrity endorsements in China, where more than half of the advertisements feature celebrities.
Article •
This article, based on a major study undertaken by Ogilvy & Mather, compares consumer habits in China and India.
