| The changing profile of the Indian customer has made it imperative for the marketer to change the way he
communicates with the customer. The next generation Indian customers are educated, smart, equipped with technology and well informed through various media channels available now. On one hand, while rural markets have shown a tremendous growth Internet advertising has become the fastest-growing segment of total ad spending; rising at a rate of 20%1 in the first half of 2008. This article provides an integrated marketing view on the efficient use of next generation tactics such as blue ocean strategy, green marketing, permission marketing, buzz marketing, social marketing, ambush marketing etc. for the marketer to optimally utilize these favorable trends and reap the maximum benefits in terms of revenue growth and value creation to the customers. |