Sanjeev Bansal | Amanpreet Kang | Vinamra Jain | Category: Management
Binding Type: Hard Binding
Book Details
ISBN: 9789386221209 YOP: 2017
Pages: 292
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The marketers are perplexed by the ever-changing markets and the quote above delineates the supreme need to constantly change i.e. to become perfect. This dynamic character of global markets is impacted by a zillion macroeconomic factors and the randomness is catalyzed by the global trend of markets becoming borderless and integrated. ‘Global’ products and services are now accessible to consumers everywhere. The consumers are also getting influenced by real-time information available on different media like TV, the internet, smartphones, etc. As a result, the marketers are struggling to comprehend the behaviour of their ever changing consumers. Because of the changing dynamics of the environment, the erstwhile stable indicators of consumer behaviour i.e. beliefs, values and customs (constituents of culture) are also undergoing change. This book provides a common platform for discussion of various concerns encountered by organization, marketers and consumers. This book is an amalgamation of the problems and issues scrutinized by various researchers learning about the emerging markets. The book offers insights about the features of the emerging markets. It also delivers novel propositions for being successful despite the complexities of these markets.
I- MARKETING IN ‘NEW’ MARKETS: TACKLING THE LAST MILE GAP
II- UNDERSTANDING INDIAN MARKET AND CONSUMERS
III- THE DIGITAL INFLUENCE: CHANGING CONSUMERSAND MARKETS
IV- ENGAGING CUSTOMERS SOCIALLY
The marketers are perplexed by the ever-changing markets and the quote above delineates the supreme need to constantly change i.e. to become perfect. This dynamic character of global markets is impacted by a zillion macroeconomic factors and the randomness is catalyzed by the global trend of markets becoming borderless and integrated. ‘Global’ products and services are now accessible to consumers everywhere. The consumers are also getting influenced by real-time information available on different media like TV, the internet, smartphones, etc. As a result, the marketers are struggling to comprehend the behaviour of their ever changing consumers. Because of the changing dynamics of the environment, the erstwhile stable indicators of consumer behaviour i.e. beliefs, values and customs (constituents of culture) are also undergoing change. This book provides a common platform for discussion of various concerns encountered by organization, marketers and consumers. This book is an amalgamation of the problems and issues scrutinized by various researchers learning about the emerging markets. The book offers insights about the features of the emerging markets. It also delivers novel propositions for being successful despite the complexities of these markets.
I- MARKETING IN ‘NEW’ MARKETS: TACKLING THE LAST MILE GAP
II- UNDERSTANDING INDIAN MARKET AND CONSUMERS
III- THE DIGITAL INFLUENCE: CHANGING CONSUMERSAND MARKETS
IV- ENGAGING CUSTOMERS SOCIALLY
