TY  - GEN
AU  - Sinha, Dheeraj
TI  - India reloaded : : inside India's resurgent consumer market
SN  - 978-9385152337
U1  - 658.834 
PY  - 2015///
CY  - New Delhi
PB  - Westland 
KW  -  Consumers
KW  - India
KW  - Marketing
KW  -  India.
KW  - Commerce.
N1  - 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?
N2  - 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
ER  -