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Advertising, Brands and Consumer Behaviour
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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
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May 2020 | 264 pages | SAGE Publications Pvt. Ltd

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.  



 
Preface
 
Acknowledgements
 
Introduction
 
5Star
 
Aashirvaad Atta
 
Ariel
 
Ayush Facewash
 
Ayush Toothpaste
 
Bigbasket
 
Boost
 
Bournvita
 
BRU
 
Cadbury Dairy Milk
 
Cadbury Hot Chocolate
 
Cinthol
 
Cinthol Original
 
Clinic Plus
 
Closeup
 
Coca-Cola (in the Indian Context)
 
Colgate Strong Teeth
 
Colgate Vedshakti
 
Comfort / Complan
 
Dettol
 
Disprin
 
Dove
 
Dove Shampoo
 
Fair & Lovely
 
Goodknight
 
Goodknight Green Shakti
 
Google Chrome
 
Hamam
 
Hero Pleasure
 
Himalaya
 
Honda
 
Horlicks
 
Iodex
 
ITC Soaps
 
Kumbh Mela
 
Levista
 
Lifebuoy
 
Lipton
 
Liril
 
Lux
 
Maggi
 
Moov
 
Nescafé
 
Nescafé Sunrise
 
NutriChoice
 
O’cean one8
 
Onida
 
Oral-B
 
Oreo
 
Parachute
 
Parle-G
 
Patanjali
 
PediaSure
 
Peter England
 
Pond’s Dream Talc
 
Pond’s Facewash
 
Quaker Oats
 
Raga
 
Rin
 
Royal Enfield
 
Saffola Oats
 
Santoor
 
Santro
 
Sensodyne
 
Start a Little Good
 
Sundrop Oil
 
Sunfeast Farmlite
 
Sunsilk
 
Surf
 
Surf Excel
 
Surf Excel Bar
 
Thums Up
 
Titan
 
Tropicana
 
Vanish
 
Vim
 
Volini
 
Women’s Horlicks and Women’s Bournvita
 
Yippee
 
Index

Supplements

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Paperback
ISBN: 9789353883928
$40.00