000			01540 a2200169 4500
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100			_aPARMESWARAN, AMBI _913777
245			_aFOR GOD'S SAKE _bAN ADMAN ON THE BUSINESS OF RELIGION _cAMBI PARMESWARAN
260			_bPORTFOLIO PENGUINE _c2014 _aNEW DELHI
300			_a258 P. _bHARD
520			_aAmbi Parameswaran has developed a fascination for how Indians are getting more religious but also more consumption driven. Combining his thirty-year experience as an adman with a lifelong passion for religious studies, Ambi seeks to answer questions like: Why has the bindi disappeared from advertisements? How did Akshaya Trithaya become such a big deal? What makes Lord Shiva so cool? How did a Chennai-based department store start the New Year Sale phenomenon? Are Muslims more open-minded shoppers? Why do people who have no interest in using an MBA degree still get an MBA degree? How did the Manusmriti do a disservice to Hindu women? What can Harvard Business School learn from the Kumbh Mela? Ambi has filled this book with personal stories, anecdotes, lessons and excerpts from research and other books. This book is a treat for anyone interested in how religion has evolved and how clever marketers have ridden the wave by tailoring their products and services
651			_aINDIA _vRELIGIOUS LIFE AND CUSTOMES _913778
942			_2ddc _cBK
999			_c32614 _d32614