Consumer behaviour and branding concepts, readings and cases : the Indian context
India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a m...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Delhi, India ; Chennai, India ; Chandigarh, India :
Pearson
2009.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628008806719 |
| Sumario: | India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study, and this book focuses on the behavioural principles of marketing and its application to branding in the Indian context. |
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| Descripción Física: | 1 online resource (1 v.) : ill |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9789332500815 |
