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Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context
S. Ramesh Kumar
出版Pearson Education India, 2009-09
ISBN81317223689788131722367
URLhttp://books.google.com.hk/books?id=koFFqPST0HcC&hl=&source=gbs_api
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註釋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 the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study.

This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding