July-Aug’17 issue brings you how rise of the internet and social media has led to tectonic shifts in the consumer behavior pattern—an attention span that is 140 characters or six seconds long. Advertisers and marketers are now experimenting with concepts such as content marketing, native advertising, and banner ads to capture the mindshare of the new breed.
Irrespective of the medium used, the purpose of advertising remains the same—capturing mind share. Any idea, concept, or channel, however fantastic, will not work if the business is not clear about what it wants to sell, to whom it wants to sell, and where it is to be sold.
In our tribute section to Jack Trout, experts talk about his relevance. We also bring you one of his pithiest, yet sharpest interviews to The Smart Manager.
The Smart Manager, India's first world-class management magazine, was founded in 2002 by eminent business historian Dr Gita Piramal with Harvard Business School Dean, Prof. Nitin Nohria with the mission of updating managers and business practitioners in India with the latest thought-provoking strategic ideas from experienced, world-class managers, academics and consultants from across the globe. Over the years, the magazine has carried articles authored by illustrious management gurus such as the late CK Prahalad and Sumantra Ghoshal, Jack Trout, Ram Charan, Gary Hamel, Gay Haskins, Jagdish Seth and Lynda Gratton. We believe that "managers are the best teachers of managers" and most of our articles are written in the first person by top-tier CEOs such as Kumaramangalam Birla, Sunil Mittal, Aditya Birla, KV Kamath, Santrupt Mitra, Rajeev Dubey and S Ramadorai. We also have relationships with a number of B-schools around the world, apart from most top-level schools in India. The Smart Manager hosts the Tata Consultancy Services Smart Manager Case Contest, the most prestigious competition of its kind in the Indian print media. The contest, with a cash prize of INR50,000 per issue, sees wide participation from national and international business managers and students. The 'Smart" in The Smart Manager is an acronym for Strategy, Marketing, Analysis, Resources and Technology. Truly useful knowledge when you need it 24 x 365, year after year.