ISBN 9780070147942,Ride The Change

Ride The Change



Tata McGraw - Hill Education

Publication Year 2009

ISBN 9780070147942

ISBN-10 0070147949


Number of Pages 212 Pages
Language (English)


This book is a compilation of articles published in various business publications over a period of ten years. The book traces the post-liberalization era changes in Indian markets in general and advertising in particular, and provides rich insights into diverse products and consumer behavior patterns More specifically, it is aimed at alerting entrepreneurs, managers, market researchers/analysts and advertising professionals to the changes in customer behavior, markets and marketing strategies and also at changing their `market thinking to `deliver better results in the market place. The book is lucid, written in an interactive, or rather conversational style, and is meant for light reading. It is also fairly well-organized, and each section ends with a set of self-help questions to test the `CQ (Change Quotient) of entrepreneurs and managers, i.e., their understanding of trends, structure, and geographical extent of markets; competition and competitors strategies; innovation; marketability and reach of products and services and their delivery systems; consumer profiles and preferences; promotional role of media; recruitment, training and team building; brand building and advertising management etc.