Screen LibraryIndia reloaded : inside India's resurgent consumer market /
"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 opportuni...
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| Main Authors: | |
|---|---|
| Published: |
Palgrave Macmillan,
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| Publisher Address: | Houndmills, Basingstoke, Hampshire : |
| Publication Dates: | 2015. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Summary: |
"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"-- |
| Carrier Form: | xiii, 184 pages ; 23 cm |
| Bibliography: | Includes bibliographical references and (pages 167-178) index. |
| ISBN: |
9781137367099 (hardback) : 1137367091 (hardback) |
| Index Number: | HC440 |
| CLC: | F733.513 |
| Call Number: | F733.513/S617-2 |
| Contents: |
The Trap Of Mass-Market Thinking: Why Chasing A Billion Is A Wrong Strategy? -- The Poor Want Purpose: Why Marketing Needs To Be Social In India? -- Safe Choices: Why Do Indians Like Standing In The Longest Queues? -- Many Indias Make One India: How India's Unity Is More Useful Than Its Diversity -- Success Overdrive : Has The Success Narrative Been Overcooked? -- Breaking Stereotypes: Why Youth Marketing Needs To Go Beyond Risqu�e Content? -- Sexy Everything: Seeking Titillation In Design, Tastes And Experiences -- Spruce Up The Service: Why Jugaad Is An Enemy Of Good Service? -- New Pockets Of Opportunity: Looking Beyond The Mainstream -- Powered By People, Not Policy: What Makes India's Growth Story Sustainable? |