| Sumario: | There have been a number of books published on consumer behaviour and advertising. Therefore, at the outset, we will address the question ‘What is going to be new about this book?’ Newness in our view is based on the context in which an offering is perceived. While there are several offerings (books) on the subject of consumer behaviour or advertising, the proposition of this book is that we introduce the reader to several concepts of consumer behaviour through advertisements that are drawn from the Indian context. We have included several leading brands and discussed them from the perspective of the Indian context. 1 This book’s proposition also includes providing the content in a manner that will appeal to working executives who have the aspiration to learn but have not had the opportunity to do so in a formal environment. In sum, we believe that this book is unique in its own right. The other important aspect associated with this book is its usefulness to students of all levels of business schools. This book serves the important function of providing conceptual linkages that can be comprehended in a simple manner. Such an understanding is likely to provide students of marketing with the motivation to go through a textbook associated with consumer behaviour and/or advertising.
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