India reloaded : inside India's resurgent consumer market /
Dheeraj Sinha.
- xvi, 205 pages ; 22 cm
TB1886/2 Rs.599/-
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?.
"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"--
9789385152337 (hardback)
Consumers--India. Marketing BUSINESS & ECONOMICS / International / General. BUSINESS & ECONOMICS / Marketing / Research. BUSINESS & ECONOMICS / Sales & Selling. BUSINESS & ECONOMICS / Strategic Planning. BUSINESS & ECONOMICS / Industries / General.