Consumer behaviour and branding : concepts, readings and cases : the Indian context /

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 m...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Ramesh Kumar, S.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chennai : Pearson Power : Dorling Kindersley (India), ©2009.
Temas:
Branding (Marketing) > India.
Brand name products > India.
Consumer behavior > India.
Stratégie de marque > Inde.
Produits de marque > Inde.
Consommateurs > Comportement > Inde.
Brand name products.
Branding (Marketing)
Consumer behavior.
India.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Descripción
Sumario: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.
Descripción Física:1 online resource (1 volume) : illustrations
Bibliografía:Includes bibliographical references and index.
ISBN:9789332501386
9332501386

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