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Marketing and Branding: The Indian Scenario by Ramesh Kumar S.

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4

Psychological Dimensions in Marketing and Implications for Marketing Strategies

The Theme of Psychological Dimensions

With consumer behaviour being the focus of any marketing strategy, this chapter addresses several aspects of consumer behaviour, which will be of use in the context of marketing consumer products. While the conceptual aspects of the subject appear to be largely theoretical, it is these concepts which enable marketers to succeed in the marketplace. Consumer insights, associated with both covert and overt behaviour, are important in several aspects of marketing a product/service. The theme will help the reader to understand the importance of approaching a mundane product, and that, required to approach a new concept product—from ...

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