Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

Acknowledgements

I am extremely thankful to several individuals and organizations, without whose timely support this book would have never taken shape.

I thank Professor Kevin Keller, world renowned academic in the field of marketing and branding, of the Tuck School of Business for endorsing my work. It requires unusual kindness and generosity to vouch for the work of a fellow-academic in an emerging sphere, and mega brand Professor Keller has allowed me to have a “rub off” of his academic fame in doing so. To me, such a gesture suggests that a brand’s success is even greater if humility is part of its associations.

I am thankful to Mr Bhaskar Bhat, Managing Director, Titan Industries, Bangalore, for the time and effort he has taken to examine ...