Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Purpose – Retailers, irrespective of their scale of operation, face the tough challenge of standing out from their competition; a major driver to ensure success and progress in the retail industry is differentiation. This paper is a case study based description of how a retail house in Dubai,...

Purpose – The choice of a well‐planned integrated marketing communication (IMC) strategy is crucial for the successful launch of an event. This paper is a case‐study based description of how a brand management consultancy house, TMC, used IMC to launch a world music festival event in Abu...