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A Compilation of CXO Insights - Marketing

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  • 69 Pages
  • July 2021
  • Region: India
  • IMA India
  • ID: 5393870

The ‘Marketing Compendium’ Examines Best Practices in Marketing, Emerging Trends in Digital Marketing, Case Studies of Successful Brand Building, and What Marketing Means in the ‘New Normal’


  • As one of the country's largest content-based peer group platforms for CEOs and top functional executives, comprising more than 2,000 Indian and global business/functional heads from over 1,200 member companies, this research and opinion has informed the perspectives of business leaders for over 26 years.
  • These briefing sessions, led by well-regarded speakers from industry, government, academia and the media, offer candid and authoritative perspectives on a wide range of economic, policy, business and functional issues. Insights from these sessions are captured and distilled into crisp, focused conclusions papers.
  • In addition, the publisher's in-house research team, which comes with decades of collective experience tracking the Indian operating environment, has created a vast collection of original, business-centric research papers of direct relevance to corporate decision-makers. These cover subjects ranging from economic and policy analysis to industry trends, management practices and emerging business ideas.
  • Collectively, this body of work contains rich lessons, fascinating case studies and deep, often unique perspectives on the challenges, opportunities and - most of all - the reality of operating in India. This series of compendiums is an attempt to share some of the most timeless and relevant learnings, both from our original research and from selectively curated session-conclusion papers.


The ‘Marketing Compendium' examines best practices in marketing, emerging trends in digital marketing, case studies of successful brand building, and what marketing means in the ‘new normal.'

Table of Contents

About Compendiums
1. Best Practices in Marketing
I. Taking Control of the Brand Narrative
II. Preparing Your Brand for the Experience Economy
III. From AIDA to Snakes and Ladders
IV. Marketing ROIs: Building the Case for Marketing Spends
V. The Man Behind the ‘Make in India’ Campaign
VI. Customer Experience: The New Brand
VII. Hybrid Marketing: Harnessing the Exponential Value of Technology to Derive True Value
VIII. Creating and Protecting the Employer Brand
2. Digital Marketing
1 Chasing the Rainbow: Budgeting for Digital Marketing
II. The Changing Face of Digital Marketing: 2020 vs. 2015
III. Digital Marketing Challenges: The CMO’s Vantage Point
3. Case Studies
I. The New Age Consumer Rules
II. Transforming Business Models Through a Mobile-First Strategy
III. Building a Successful Brand from Scratch
IV. Cutting Edge Social Media Marketing
4. Marketing in the New Normal
I. Coping with Covid-19
II. Marketing in a Post-Covid World
III. India's Consumer Markets: Myths and Truths
IV. The New Branding Imperatives
V. The Consumption Recovery: Mirage or Reality?
VI. Influencer Marketing: Beyond Reach and Towards Trust
VII. From Surviving to Thriving: Business Opportunities in a Post-Covid World