ISBN 9788131722367,Consumer Behaviour and Branding : Concepts, Readings and Cases-The Indian Context

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

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Pearson India

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ISBN 9788131722367
Publisher

Pearson India

Publication Year 2009
ISBN-13

ISBN 9788131722367

ISBN-10 8131722368
Binding

Paper Back

Number of Pages 607 Pages
Language (English)
Subject

Consumer Behaviour

Description
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

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