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Understanding Indian consumers

By: Publication details: OXFORD UNIVERSITY PRESS 2018 New DelhiDescription: x, 293 PaperISBN:
  • 978-0-19-947962-7
Subject(s): DDC classification:
  • 658.8342/Mah/Pul
Contents:
Table of contents 1. Understanding Indian Youth Their Values, Attitudes and Lifestyles Rohini Abraham 2. The Journey of the Indian Woman How Attitudes, Ambitions and Product Use have Changed Over the Years Hemant Mehta 3. India’s Rural Consumers How Firms Profit by Changing Lives Kunal Sinha 4. Make in Incredible India Globalization and Nation Equity M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran 5. Creating a Culture of Innovation in India Prashant Singh, Abhiroop Mukhopadhaya 6. Consumer’s Implicit Mindsets Pragya Mathur, Shilpa Madan, Berna Basar 7. Culture and Consumer Behaviour Implications for the Indian Context Alokparna (Sonia) Basu Monga 8. Culture and Persuasion Appeals The Indian Context Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan 9. The Stories We Tell A Reconstructive View of Consumer Memory Nicole Votolato Montgomery, Priyali Rajagopal 10. The Appeal of Beauty and Physical Attractiveness An Indian Perspective Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng 11. The Flipped Side of the Coin? An Examination of Socio-economic and Cultural Antecedents of Obesity in India Nitika Garg, Rahul Govind 12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer Unique Challenges for Luxury Brand Strategy in India Vanessa M. Patrick, Ngoc (Rita) To 13. Gaining Power through Dominant Looking Products The Influence of Social Inequality on Consumption Behaviour Ahreum Maeng, Pankaj Aggarwal 14. Getting the Mix Right Smita Bhosale 15. Understanding Response to Price What We Know about the Indian Consumer Ashutosh Sinha 16. Advertising to Indian Consumers Enduring Tenets and Emergent Trends Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar 17. Advertising Communication and Consumer Behaviour An Indian Perspective Ambi M G Parameswaran 18. The Changing Face(s) of the Digital Consumer in India Akhil Almeida 19. Measuring Impact of Marketing Programmes in Public Realm Surya AV 20. Looking Ahead Advertising and Promotion in the Future Kartik Sharma Related categories
Summary: Description 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. 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. About the Editors Durairaj Maheswaran is Professor of Marketing and International Business, Stern School of Business, New York University. Thomas Puliyel is Adjunct Professor, SP Jain Institute of Management and Research, Mumbai. He was formerly President of IMRB International. About the Contributor Several prominent personalities have contributed to the depth and width of coverage of the areas included in this title. They include: Professionals from Academicians from Kantar IMRB Nielsen Kantar Millward Brown GroupM Unilever Rutgers Business School Bauer College of Business Nanyang Technological University Singapore University of Toronto ISB IIM Bangalore
List(s) this item appears in: Book Alert-March-2018 | Marketing Books-General-17-July-2018
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Item type Current library Call number Status Date due Barcode Item holds
Book Book Main Library 658.8342/Mah/Pil/35376 (Browse shelf(Opens below)) Available 11135376
Total holds: 0

Table of contents

1. Understanding Indian Youth
Their Values, Attitudes and Lifestyles
Rohini Abraham
2. The Journey of the Indian Woman
How Attitudes, Ambitions and Product Use have Changed Over the Years
Hemant Mehta
3. India’s Rural Consumers
How Firms Profit by Changing Lives
Kunal Sinha
4. Make in Incredible India
Globalization and Nation Equity
M. Malika, Rishtee Batra, Tanuka Ghoshal, Durairaj Maheswaran
5. Creating a Culture of Innovation in India
Prashant Singh, Abhiroop Mukhopadhaya
6. Consumer’s Implicit Mindsets
Pragya Mathur, Shilpa Madan, Berna Basar
7. Culture and Consumer Behaviour
Implications for the Indian Context
Alokparna (Sonia) Basu Monga
8. Culture and Persuasion Appeals
The Indian Context
Arun Bhattacharyya, S. Ramesh Kumar, Vanitha Swaminathan
9. The Stories We Tell
A Reconstructive View of Consumer Memory
Nicole Votolato Montgomery, Priyali Rajagopal
10. The Appeal of Beauty and Physical Attractiveness
An Indian Perspective
Shilpa Madan, Shankha Basu, Elison Lim, Sharon Ng
11. The Flipped Side of the Coin?
An Examination of Socio-economic and Cultural Antecedents of Obesity in India
Nitika Garg, Rahul Govind
12. Winning Over the Hearts (and Minds) of India’s Luxury Consumer
Unique Challenges for Luxury Brand Strategy in India
Vanessa M. Patrick, Ngoc (Rita) To
13. Gaining Power through Dominant Looking Products
The Influence of Social Inequality on Consumption Behaviour
Ahreum Maeng, Pankaj Aggarwal
14. Getting the Mix Right
Smita Bhosale
15. Understanding Response to Price
What We Know about the Indian Consumer
Ashutosh Sinha
16. Advertising to Indian Consumers
Enduring Tenets and Emergent Trends
Muralidhar Salvateeswaran, Parnika Shrimali, E. Prasanna Kumar
17. Advertising Communication and Consumer Behaviour
An Indian Perspective
Ambi M G Parameswaran
18. The Changing Face(s) of the Digital Consumer in India
Akhil Almeida
19. Measuring Impact of Marketing Programmes in Public Realm
Surya AV 20. Looking Ahead
Advertising and Promotion in the Future
Kartik Sharma
Related categories

Description

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.

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.

About the Editors

Durairaj Maheswaran is Professor of Marketing and International Business, Stern School of Business, New York University.

Thomas Puliyel is Adjunct Professor, SP Jain Institute of Management and Research, Mumbai. He was formerly President of IMRB International.

About the Contributor

Several prominent personalities have contributed to the depth and width of coverage of the areas included in this title. They include:



Professionals from Academicians from
Kantar IMRB
Nielsen
Kantar Millward Brown
GroupM
Unilever
Rutgers Business School
Bauer College of Business
Nanyang Technological University Singapore
University of Toronto
ISB
IIM Bangalore

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