http://worldcat.org/entity/work/id/1090283152

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 diversity of its cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour in India a fascinating study. Emphasising as its core proposition the importance of the Indian context, this book focuses on the behavioural principles of marketing and its application to branding. -Publisher description.

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