Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/12389
Title: Conceptual issues in consumer behaviour: the Indian context
Authors: Kumar, S Ramesh 
Keywords: Marketing management;Consumer behaviour
Issue Date: 2003
Publisher: Pearson Education Limited
Abstract: Conceptual Issues in Consumer Behaviour --- The Indian Context attempts to link behavioural concepts with real examples from Indian marketing. It does not offer part-breaking frameworks; nor is it intended for scholars. But it hopes to enable a student of marketing in understanding the use of concepts in the backdrop of a familiar, identifiable environment. The book will also help practicing marketing executives to understand the utility concepts in triggering thought processes that eventually produce marketing strategies. This trigger is the value which concepts can add to the decision-making process of an executive.
URI: https://repository.iimb.ac.in/handle/2074/12389
ISBN: 812970014X
9788129700148
Appears in Collections:2000-2009 A

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