The book Advertising, Brands and Consumer Behaviour through the exploration of 79 well-known Indian brands, explains how consumer behaviour is applied in conjunction with advertising management and brands. The Indian examples from varied product categories will enable students to identify with the conceptual linkages that occur across branding, advertising and consumer behaviour. The USP of the book is that it adds value and practical insights to the fundamentals dealt with in the various textbooks on the subject. Besides being a reference book for students of post graduate programmes in management, the book will be useful for professionals in the domain of marketing. The exercises presented in the book will enable students to readily connect with the Indian environment. Further, there are references to research readings that will help readers to probe deeper into the linkages across the three subjects.
Key Features:
· Focuses on building conceptual perspectives that trigger critical thinking in a given context
· Provides real-life examples of brands (creating theory–practice linkages)
· Covers several well-known Indian brands across product categories
· Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects.
Professor S. Ramesh Kumar has been associated with teaching and research for about 35 years. He has authored eight books on marketing and consumer behaviour in the Indian context, co-authored a textbook and 23 cases (Ivey/IIMB-HBS case series) on Indian brands besides publishing/co-authoring papers in international journals and presenting papers in international conferences of repute. He has written over 200 articles in the business press.
Professor Kumar has also authored/co-authored articles in refereed journals of repute that are known both for their academic rigour and practice orientation. He was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS) and IIMB Chair of Excellence (2016-19).
Dr Anup Krishnamurthy, Assistant Professor, Marketing, St. Joseph’s Institute of Management, Bangalore, has a doctorate in management from IIMB. He specializes in marketing, and his research has been published in journals such as Journal of Services Marketing, Management International Review, Journal of Retailing and Consumer Services and European Management Review. He has also presented his work at conferences conducted by Yale University, the Academy of Marketing Science, affiliates of the Academy of Management and other academic bodies. He has won Outstanding Reviewer awards at the Midwest Academy of Management and at the Emerald Literati Network 2014 Awards for Excellence. His doctoral thesis was judged as the Best Marketing Thesis in India for the year 2016–2017 by the Scientific Committee for the Best Thesis Award of the International Marketing Trends Congress and ESCP Europe.
