Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context

By S. Ramesh Kumar
Publisher: Pearson India, 2009
ISBN: 9789332500815
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India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study, and this book focuses on the behavioural principles of marketing and its application to branding in the Indian context.
Cover
Contents
Preface
Introduction: Why Concepts are Important in the Indian Context
Part I: Concepts in Consumer Behaviour
Part II: Readings
Part III: Cases
Bibliography
Name Index
Subject Index
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