From the old 4 Ps to people-centric 3 Ps

Move from the old product-centric 4 Ps – viz. product, price, place, and promotion – to passion, purpose and personality, the people-centric 3 Ps, says Dan Hill in ‘About Face’ (www.vivagroupindia.com). Why? Because emotions rule decision making, he adds.

Whereas the twentieth-century marketing was largely about being ‘on-message’ (that is, about getting talking points consistently right), marketing in this century can be successful by being ‘on-emotion,’ assures Hill. And it is about ‘creating the right emotions for a particular person, at the right time, and in the right way to fit the positioning of a given offer (whether it be a product, service or experience).’

Sensory bandwidth
The first of the ten rules laid down by the book reads, ‘Get physical.’ Great advertising, the author describes as something that you see and hear, and perhaps also smell, taste, and feel, because the urgency of creating stopping power requires going beyond the common senses of sight and sound to invoking the other three senses when possible.

Full report here Hindu

Kogan Page launches India arm

Kogan Page UK has launched in India, in partnership with local house Viva Book Group, and is planning to build an editorial team to "an Indian, Asian and international author base".

Helen Kogan, managing director of the business publisher, announced the creation of Kogan Page India at the World Book Fair, held in New Delhi earlier this month.She said the new firm would be "looking to consolidate the strong Kogan Page brand in India", and was planning "structured growth" over the next three years.

She added: "Kogan Page India is looking to . . . dedicate time, resource and energy in this world-leading market, uncover authorial talent in the sub-continent and forge business and publishing relationships with institutions in India and beyond . . . Our intention is to actively seek out more future international, Indian and Asian authors.

Full report here Bookseller