Consumer Behaviour and Branding : Concepts, reading and cases [ electronic resource ] / by S. Ramesh Kumar.
By: [Kumar, S. Ramesh].
Material type:
TextPublisher: Pearson, 2009ISBN: 9789332500815 ( e-book ).Subject(s): MBAGenre/Form: Electronic booksOnline resources: https://ebookcentral.proquest.com/lib/vidyasagar/detail.action?docID=5125153 View to click Summary: 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.
| Item type | Current location | Call number | Status | Date due | Barcode |
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E-Book
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WWW | Available | EB391 |
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.
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