MARC details
| 000 -LEADER |
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| fixed length control field |
a |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
180205b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-0-19-947962-7 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8342/Mah/Pul |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Maheswaran, Durairaj and Puliyel, Thomas |
| 9 (RLIN) |
29900 |
| 245 ## - TITLE STATEMENT |
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| Title |
Understanding Indian consumers |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
OXFORD UNIVERSITY PRESS |
| Date of publication, distribution, etc |
2018 |
| Place of publication, distribution, etc |
New Delhi |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 293 |
| Other physical details |
Paper |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Table of contents<br/><br/>1. Understanding Indian Youth<br/>Their Values, Attitudes and Lifestyles<br/>Rohini Abraham<br/>2. The Journey of the Indian Woman<br/>How Attitudes, Ambitions and Product Use have Changed Over the Years<br/>Hemant Mehta<br/>3. India’s Rural Consumers<br/>How Firms Profit by Changing Lives<br/>Kunal Sinha<br/>4. Make in Incredible India<br/>Globalization and Nation Equity<br/>M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran<br/>5. Creating a Culture of Innovation in India<br/>Prashant Singh, Abhiroop Mukhopadhaya<br/>6. Consumer’s Implicit Mindsets<br/>Pragya Mathur, Shilpa Madan, Berna Basar<br/>7. Culture and Consumer Behaviour<br/>Implications for the Indian Context<br/>Alokparna (Sonia) Basu Monga<br/>8. Culture and Persuasion Appeals<br/>The Indian Context<br/>Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan<br/>9. The Stories We Tell<br/>A Reconstructive View of Consumer Memory<br/>Nicole Votolato Montgomery, Priyali Rajagopal<br/>10. The Appeal of Beauty and Physical Attractiveness<br/>An Indian Perspective<br/>Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng<br/>11. The Flipped Side of the Coin?<br/>An Examination of Socio-economic and Cultural Antecedents of Obesity in India<br/>Nitika Garg, Rahul Govind<br/>12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer<br/>Unique Challenges for Luxury Brand Strategy in India<br/>Vanessa M. Patrick, Ngoc (Rita) To<br/>13. Gaining Power through Dominant Looking Products<br/>The Influence of Social Inequality on Consumption Behaviour<br/>Ahreum Maeng, Pankaj Aggarwal<br/>14. Getting the Mix Right<br/>Smita Bhosale<br/>15. Understanding Response to Price<br/>What We Know about the Indian Consumer<br/>Ashutosh Sinha<br/>16. Advertising to Indian Consumers <br/>Enduring Tenets and Emergent Trends<br/>Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar<br/>17. Advertising Communication and Consumer Behaviour<br/>An Indian Perspective<br/>Ambi M G Parameswaran<br/>18. The Changing Face(s) of the Digital Consumer in India<br/>Akhil Almeida<br/>19. Measuring Impact of Marketing Programmes in Public Realm<br/>Surya AV 20. Looking Ahead<br/>Advertising and Promotion in the Future<br/>Kartik Sharma<br/>Related categories |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Description<br/><br/>Marketing to India’s diverse and rapidly changing consumers requires constant refreshment of knowledge and skills. To the keen MBA student specializing in marketing as well as its ardent practitioner, this book blends practical insights with theoretical frameworks.<br/><br/>Understanding Indian Consumers is a compilation of 20 articles from among some of the best minds in academia and business. So whether you are looking for insights and strategies to market to rural consumers, youth or women; or if the task is to address the luxury consumer; or study the emergent trends in advertising or digital communications; this is the book to pick up.<br/><br/>About the Editors<br/><br/>Durairaj Maheswaran is Professor of Marketing and International Business, Stern School of Business, New York University.<br/><br/>Thomas Puliyel is Adjunct Professor, SP Jain Institute of Management and Research, Mumbai. He was formerly President of IMRB International.<br/><br/>About the Contributor<br/><br/>Several prominent personalities have contributed to the depth and width of coverage of the areas included in this title. They include:<br/><br/><br/><br/>Professionals from Academicians from<br/>Kantar IMRB<br/>Nielsen<br/>Kantar Millward Brown<br/>GroupM<br/>Unilever<br/>Rutgers Business School<br/>Bauer College of Business<br/>Nanyang Technological University Singapore<br/>University of Toronto<br/>ISB<br/>IIM Bangalore |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Indian consumers |
| 9 (RLIN) |
29901 |
|
|---|
| Topical term or geographic name as entry element |
Consumer behavior |
| 9 (RLIN) |
29902 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book |
