000			02003 a2200205 4500
008			161008b xxu||||| |||| 00| 0 eng d
020			_a978-9385152337
082			_a658.834
100			_aSinha, Dheeraj _924121
245			_aIndia reloaded : _binside India's resurgent consumer market _cDheeraj Sinha
260			_bWestland _aNew Delhi _c2015
300			_axv, 205 p. _bHard
505			_a1. 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?.
520			_aBrands 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
650			_a Consumers _zIndia _924122
650			_aMarketing _z India. _924123
651			_aIndia _xCommerce. _924124
942			_2ddc _cBK
999			_c43550 _d43550