Consumer mindsets
Publication Type
Book Chapter
Publication Date
12-2017
Abstract
Marketing to India’s diverse and rapidly changing consumers requires constant refreshment of knowledge and skills. To the keen MBA student specializing in marketing as well as its ardent practitioner, this book blends practical insights with theoretical frameworks.
Discipline
Organizational Behavior and Theory | Social and Behavioral Sciences
Research Areas
Organisational Behaviour and Human Resources
Publication
Understanding Indian consumers
Editor
MAHESWARAN, Durairaj; PULIYEL, Thomas
ISBN
9780199479627
Publisher
Oxford University Press
City or Country
India
Citation
MATHUR, Pragya; MADAN, Shilpa; and BESAR, Barna.
Consumer mindsets. (2017). Understanding Indian consumers.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7394
Additional URL
https://india.oup.com/product/understanding-indian-consumers-9780199479627