Marketing and Branding: The Indian Scenario

ENDORSEMENTS

Ramesh Kumar has written a remarkably thorough and broad text that captures the many complexities facing marketers in India. His deep insights into the psychology and demographics of consumers that make up the ‘Indian context’ provide a sound background for learning the marketing mix at play in this country. By combining rigour with relevance, Kumar has made an important contribution to marketing literature.

Dipak C. Jain

Dean and Professor of Marketing

Kellogg School of Management

Northwestern University, USA

One of the key marketing challenges for top companies everywhere will he understanding how marketing ‘works’ in India's unique and rapidly changing environment, Ramesh Kumar's analysis offers a valuable resource by providing ...