How consumption forces are shaping the indian market

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A richly insightful account of one of the most significanttransformations in the world today. Dheeraj Sinhas intelligencevividly illuminates the intersection of culture and commerce in NewIndia. Adam ...
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A richly insightful account of one of the most significanttransformations in the world today. Dheeraj Sinhas intelligencevividly illuminates the intersection of culture and commerce in NewIndia. Adam Morgan Founder eatbigfish

Among the many books I have read on the cultural evolutiontaking place in India, this is perhaps the most insightful. It doesnot just map mindset changes; it does so with the certainty of aperson who has lived the changes as much as he has witnessed them.Every marketeer should keep this book on his office desk as a readyreckoner. Ranjan Kapur Country Manager India WPP

India in many ways is a Nation of Nations. So muchheterogeneity and hence complexity in understanding consumers andconsumerism. Dheeraj has done a commendable job in peeling off thelayers from the onion creating frameworks and providing veryrelatable examples to understand the culture. For instance, Dheerajhas used Bollywood as an effective mirror to portray societalchanges. Consumer India is a must-read for those who want tounderstand the cultural evolution of India with its nuances. Rajesh Jejurikar Chief Executive - Automotive Division Mahindra & Mahindra Ltd.

A labor of love.

Uitgever John Wiley & Sons Ltd
Druk 0
ISBN/EAN 9780470824658
Auteur Sinha
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