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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B120190 The Growth Dilemma By Wilson Annie |  B120206 Day Trading Attention By Vaynerchuk Gary |  B120012 Marketing 6.0 By Kotler Philip |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Developing A Comprehensive Marketing Strategy to Drive Business Growth and Brand Visibility: A Case Study on Amazon. By Geethika, S.;P., Rahul Krishna;Vijayan, Vivek International Scientific Journal of Engineering & Management. Jun2026, Vol. 5 Issue 6, p1-5. 5p. Abstract :The present study is about the marketing strategy of Amazon India and its effect on business growth, customer loyalty and brand visibility. The primary data was collected from 30 respondents through structured questionnaires, and the secondary data was collected through reports, journals and industry publications using mixed-method approach. The findings show Amazon`s success is driven by digital marketing, AI-driven personalization, Amazon Prime, influencer collaborations and omnichannel engagement. Most respondents reported positive attitudes toward personalized recommendations, high brand familiarity, and repeat purchase behavior. The study also reveals opportunities for further regional localization, sustainability-oriented marketing, improved loyalty programs and voice-commerce adoption. The study finds that Amazon`s integrated marketing approach has been fairly successful in strengthening customer retention and brand awareness in India. [ABSTRACT FROM AUTHOR] | |||
| Impact of Short-Form Video Content (Instagram Reels & Youtube Shorts) on Purchase Intention of Fmcg Products Among Gen Z Consumers. By Roy, Priyakshi;Sahay, Priyanshu;Gorai, Sarita International Scientific Journal of Engineering & Management. Apr2026, Vol. 5 Issue 4, p1-8. 8p. Abstract :Short-form video platforms such as Instagram Reels and YouTube Shorts have rapidly become central to how Generation Z discovers and evaluates brands, especially in frequently purchased categories like fast-moving consumer goods (FMCG). Existing empirical work from India and other countries consistently shows that short video marketing can lift brand awareness, engagement and purchase intention when the content is entertaining, relevant and perceived as genuine. This paper uses a secondary research approach to examine how specific attributes of short-form video content influence Gen Z consumers’ intention to buy FMCG products. Drawing on studies published mainly between 2019 and 2026, it focuses on entertainment value, informativeness, ease of use, influencer credibility, personalisation and platform characteristics as key stimuli. The discussion is organised around the Stimulus–Organism–Response (SOR) and AIDA models and considers trust, attitude, emotional involvement and perceived value congruence as psychological mediators between short-form video exposure and purchase intention. The synthesis indicates that short-form videos generally have a positive and significant impact on Gen Z’s purchase intention for FMCG products, particularly when brands collaborate with relatable influencers, design visually strong story-driven content, and reduce friction between viewing and purchase. At the same time, issues such as ad fatigue, perceived inauthenticity and impulsive buying behaviour can weaken or complicate this relationship. The paper closes with managerial implications for FMCG marketers and suggests directions for future primary research on Instagram Reels and YouTube Shorts in the Indian context. [ABSTRACT FROM AUTHOR] | |||
| Impact of Artificial Intelligence in Digital Marketing on Students` Psychology Seeking University Admissions. By Dalavi, Pradnya;Waghmare, Ganesh;Khedkar, Ravindra Advances in Consumer Research. Apr2026, Vol. 3 Issue 4, p739-752. 14p. Abstract :Digital marketing methodologies supported by AI are altering how universities connect with prospective students. This research investigates the impact of Artificial Intelligence (AI) in Marketing, particularly for students seeking admission to universities in Pune, India. We aim to understand how psychological factors are impacted through the use of Artificial Intelligence in Digital Marketing Strategies, including but not limited to targeted advertisements, chatbots, predictive analytics, and/or personalized recommendation systems, on the decision-making process of students, perceptions of University Brands, and emotional connections they form with their selected University. Based on this, it is hypothesized that AI-driven personalized advertising and chatbots significantly increase students` trust and perceptions of university accessibility, as well as the use of predictive analytics, thereby creating a stronger emotional connection. The study also examines how students perceive these new AI-based digital marketing techniques across various demographic factors (age, course of study, and prior exposure to AI Technology). It will also consider challenges that may arise from over-reliance on AI in digital marketing, which could erode trust and undermine the credibility of the digital marketer. Ultimately, the findings of this research provide actionable insights for universities that can lead to improvements in how they develop AI-based marketing strategies that take into account the emotional and psychological needs of prospective students. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Project brochures cannot be dismissed as mere marketing material, says SC; ‘developers must deliver as promised’ By Hindustan Times; Sep 3 2026 |
| Reliance Consumer Products enters ice-cream market with Bombay Creamery By Business Standard; Sep 1 2026 |
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