India Reloaded (eBook)

Inside India’s Resurgent Consumer Market

D. Sinha (Autor)

eBook Download: PDF

2016
XIV, 184 Seiten
Palgrave Macmillan UK (Verlag)
978-1-137-36710-5 (ISBN)

Infos

Written by an insider, this book takes a critical look at the myths and contradictions surrounding India as a consumer market, to examine the new opportunities that it offers.

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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.

Autor

Dheeraj heads planning for Grey (WPP Group) in India, South & South East Asia. He is the author of Consumer India: Inside the Indian Mind and Wallet - a recommended read at the Wharton School's course on emerging economies. He has spoken at the Harvard Business School, the Asian Marketing Effectiveness Festival, the CII Marketing Conference and the Global Youth Marketing Forum. Dheeraj has won several marketing effectiveness awards - Jay Chiat, AME, APAC Effies and Yahoo Big Idea Chair. He has twice been the winner of Atticus, WPP's award for best published thinking. His strategy experience spans categories and markets in Asia, including Maybank, Sensodyne, Reliance Mobile, Colgate, MasterCard, LG, DBS Bank, Tata AIA, Virgin Mobile, Max Bupa, Fiat, Reckitt Benckiser and Emirates.

Inhalt

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?

Produkt-Details

• Erscheint lt. Verlag: 21.3.2016
• Zusatzinfo: XIV, 184 p.
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Politik / Verwaltung
• Themenwelt: Sozialwissenschaften ► Soziologie ► Mikrosoziologie
• Themenwelt: Technik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Themenwelt: Wirtschaft ► Volkswirtschaftslehre ► Makroökonomie
• Schlagworte: Asia • Brand • business • consumer • Design • Global Brands • India • Market • Marketing
• ISBN-10: 1-137-36710-5 / 1137367105
• ISBN-13: 978-1-137-36710-5 / 9781137367105