PART I
Concepts in Consumer Behaviour
This section examines conceptual linkages related to the Indian marketing reality. Brands need to address a variety of marketing issues, and behavioural and marketing concepts enable marketers to think in a structured way. There are a few marketing issues addressed in this section with an objective to enable the reader to appreciate the concept-practice linkages before going through specific chapters on consumer behaviour. Practitioners in emerging markets like India need a conceptual orientation to face the unique challenges presented by the Indian context.
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