India reloaded : inside India's resurgent consumer market / Dheeraj Sinha
By: Sinha, Dheeraj [author].
Publisher: Houndmills, Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2015Description: xiii, 184 pages ; 23 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781137367099 (hardback).Subject(s): Consumers -- India | Marketing -- India | India -- CommerceGenre/Form: Print books.DDC classification: 658.8/3430954| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HC440.C6 S56 2015 (Browse shelf) | Available | AU0000000004285 |
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| HC433 .E54 2018 The price of aid : the economic cold war in India / | HC435.4 .P36 2020 New India : reclaiming the lost glory / | HC440.C3 .R35 2021 Tata : the global corporation that built Indian capitalism / | HC440.C6 S56 2015 India reloaded : inside India's resurgent consumer market / | HC440. T4 I546 2017 India as a Pioneer of Innovation / | HC440.T4 K86 2012 India inside : the emerging innovation challenge to the West / | HC445.8 .A25 2018 Kiasunomics© : stories of Singaporean economic behaviours / |
Includes bibliographical references and index
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 Risqué 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"-- Provided by publisher