Buch, Englisch, 256 Seiten, Format (B × H): 156 mm x 229 mm, Gewicht: 336 g
ISBN: 978-0-470-82465-8
Verlag: WILEY
Autoren/Hrsg.
Weitere Infos & Material
Foreword.
Acknowledgments.
Introduction.
Chapter 1: Transforming the Karma.
How Cultural Forces Are Shaping Consumption Behavior in India.
Chapter 2: The Currency of Emotion.
The Meaning of Money and the Making of Financial Brands.
Chapter 3: Beauty in Action.
The Business of Looking Good.
Chapter 4: Masala Media.
Entertainment for the Taste Buds.
Chapter 5: Meaningful Technology.
The Cultural Circuitry of Technology Products.
Chapter 6: Branding the Bazaar.
The Logic of Indian Brands and Retailing.
Chapter 7: Youth versus Youthful.
Building Youth Brands in a Youthful Country.
Chapter 8: Seamless Savitris.
The New Indian Woman and New Market Opportunities.
Chapter 9: Small Is Big.
The Growth of the Small-Town and Rural Markets.
Chapter 10: Three Generations, One Big Market.
Opportunities in a New Segmentation of India.
Notes.
Index.