India reloaded : inside India's resurgent consumer market / Dheeraj Sinha.

By:

Sinha, Dheeraj

Material type: Text

TextPublisher: Chennai Westland ltd. 2015Description: xvi, 205 pages ; 22 cmISBN:

9789385152337 (hardback)

Subject(s):

DDC classification:

658.83430954 SIN

Contents:

Machine generated contents note: -- 1. 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 Risque; 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?.

Summary: "Brands 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"-- Provided by publisher.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.83430954 SIN (Browse shelf(Opens below))	Available		B2933

TB1886/2
Rs.599/-

"Brands 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"-- Provided by publisher.

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