India reloaded inside India's resurgent consumer market
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 In...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Houndmills, Basingstoke, Hampshire, New York, NY
Palgrave Macmillan
2015
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| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | 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"-- "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"-- |
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| Beschreibung: | XIII, 184 S. graph. Darst. |
| ISBN: | 9781137367099 978-1-137-36709-9 |