The consumer is king (or queen) when it comes to branding. Accordingly, marketers must have a keen understanding of how consumers think and feel about brands, and shop for and use their products. Consumer Behaviour and Branding: Concepts, Readings and Cases—The Indian Context provides the very best, up-to-date thinking on these critically important topics.


Kevin Lane KellerE.B. Osborn Professor of MarketingTuck School of Business

The size, the heterogeneity and the diverse cultures prevalent in our vast country present an exciting but formidable challenge for the formulation of any marketing strategy. Each customer segment (and there are many) expects to be offered a unique value proposition to facilitate a bonding with the brand. ...

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