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India reloaded : inside India's resurgent consumer market Dheeraj Sinha

By: Publication details: Westland New Delhi 2015Description: xv, 205 p. HardISBN:
  • 978-9385152337
Subject(s): DDC classification:
  • 658.834
Contents:
1. The Trap Of Mass-Market Thinking: Why Chasing A Billion Is A Wrong Strategy? -- 2. The Poor Want Purpose: Why Marketing Needs To Be Social In India? -- 3. Safe Choices: Why Do Indians Like Standing In The Longest Queues? -- 4. Many Indias Make One India: How India's Unity Is More Useful Than Its Diversity -- 5. Success Overdrive : Has The Success Narrative Been Overcooked? -- 6. Breaking Stereotypes: Why Youth Marketing Needs To Go Beyond Risqué Content? -- 7. Sexy Everything: Seeking Titillation In Design, Tastes And Experiences -- 8. Spruce Up The Service: Why Jugaad Is An Enemy Of Good Service? -- 9. New Pockets Of Opportunity: Looking Beyond The Mainstream -- 10. Powered By People, Not Policy: What Makes India's Growth Story Sustainable?.
Summary: Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and contradictions from an inside perspective, presenting a fresh and nuanced perspective on the opportunities that the Indian market offers. It draws upon a wealth of data, from consumer research, market data, macroeconomic research, popular culture and case studies, to provide a thorough and compelling insight into what makes for success in the complex Indian market, based upon two decades of experience
List(s) this item appears in: Recent Additions to the Library October-16
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Main Library ON SHELF CONSUMER B 658.834/ Sin/ 32671 (Browse shelf(Opens below)) Available 11132671
Total holds: 0

1. The Trap Of Mass-Market Thinking: Why Chasing A Billion Is A Wrong Strategy? --
2. The Poor Want Purpose: Why Marketing Needs To Be Social In India? --
3. Safe Choices: Why Do Indians Like Standing In The Longest Queues? --
4. Many Indias Make One India: How India's Unity Is More Useful Than Its Diversity --
5. Success Overdrive : Has The Success Narrative Been Overcooked? --
6. Breaking Stereotypes: Why Youth Marketing Needs To Go Beyond Risqué Content? --
7. Sexy Everything: Seeking Titillation In Design, Tastes And Experiences --
8. Spruce Up The Service: Why Jugaad Is An Enemy Of Good Service? --
9. New Pockets Of Opportunity: Looking Beyond The Mainstream --
10. Powered By People, Not Policy: What Makes India's Growth Story Sustainable?.

Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and contradictions from an inside perspective, presenting a fresh and nuanced perspective on the opportunities that the Indian market offers. It draws upon a wealth of data, from consumer research, market data, macroeconomic research, popular culture and case studies, to provide a thorough and compelling insight into what makes for success in the complex Indian market, based upon two decades of experience

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