Advertising, Brands and Consumer Behaviour
The Indian Context
- S Ramesh Kumar - Professor of Marketing, IIMB Chair of Excellence (2016–2019), Indian Institute of Management, Bangalore
- Anup Krishnamurthy - Assistant Professor of Marketing, St. Joseph’s Institute of Management, Bangalore
The book Advertising, Brands and Consumer Behaviour through the exploration of 79 well-known Indian brands, explains how consumer behaviour is applied in conjunction with advertising management and brands. The Indian examples from varied product categories will enable students to identify with the conceptual linkages that occur across branding, advertising and consumer behaviour. The USP of the book is that it adds value and practical insights to the fundamentals dealt with in the various textbooks on the subject. Besides being a reference book for students of post graduate programmes in management, the book will be useful for professionals in the domain of marketing. The exercises presented in the book will enable students to readily connect with the Indian environment. Further, there are references to research readings that will help readers to probe deeper into the linkages across the three subjects.
Key Features:
· Focuses on building conceptual perspectives that trigger critical thinking in a given context
· Provides real-life examples of brands (creating theory–practice linkages)
· Covers several well-known Indian brands across product categories
· Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects.