Marketing in India was easier in the 1990s than now, reminisces S. Shajahan in ‘Strategic Marketing: Text and cases’ (www.vivagroupindia.com). That was an age when markets were more monolithic, a few companies competed, and buying tastes were much more uniform, he adds. “The producers controlled the market. With fewer producers and products, and more shared consumer tastes, mass advertising worked.”
In a section titled ‘new business philosophies,’ the book lists four types of companies, thus: those that make things happen, those that watch things happen and respond, those that watch things happen and don’t respond, and those that didn’t notice that anything had happened.
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