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Marketing whitebook 2015-16: an in-depth look at consumer traits across different industry sectors, social strata, the triggers that impact purchase decisions ... and the best routes to engage India's connected consumers

Contributor(s): Business World | Nielsen Company.
Publisher: New Delhi Business World 2015Edition: 11th.Description: 318 p.ISBN: 9789352358441.Subject(s): General management | Marketing management | Consumer behaviour | Marketing - India - Handbooks, manuals, etc | Marketing - India - Statistics - PeriodicalsDDC classification: 658.8005 Summary: BW Businessworld's Marketing White Book is a one-stop guide for marketers and B-school students. It was born nearly a decade ago out of a need to put together all the scattered pieces of marketing data in one place. Presented in a simple, uncluttered manner, it's a true ready reckoner for marketers. Every year, we give a theme to the book, keeping in mind the topmost current concerns of marketers, to ensure that it stays relevant. In its tenth edition, the BW Businessworld Marketing Whitebook has evolved as much as the Indian marketscape has. Not only does it pack useful data that will help marketers navigate today's complex marketplace, but it also comes with perceptive columns that throw up sharp insights on new trends and changing consumer behaviour. The theme of the 2014-2015 edition of BW Businessworld Marketing Whitebook is Gauging Generations. It looks at Indian consumers through the generational lens - from the Post Independence cohort to Gen Z, how do they behave and buy, and what shapes their choices. (http://marketingwhitebook.businessworld.in/)
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Item type Current location Item location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
Slot 2166 (2 Floor, East Wing) Non-fiction 658.8005 B8M2/2015-16 (Browse shelf) Available 190252

BW Businessworld's Marketing White Book is a one-stop guide for marketers and B-school students. It was born nearly a decade ago out of a need to put together all the scattered pieces of marketing data in one place. Presented in a simple, uncluttered manner, it's a true ready reckoner for marketers. Every year, we give a theme to the book, keeping in mind the topmost current concerns of marketers, to ensure that it stays relevant. In its tenth edition, the BW Businessworld Marketing Whitebook has evolved as much as the Indian marketscape has. Not only does it pack useful data that will help marketers navigate today's complex marketplace, but it also comes with perceptive columns that throw up sharp insights on new trends and changing consumer behaviour. The theme of the 2014-2015 edition of BW Businessworld Marketing Whitebook is Gauging Generations. It looks at Indian consumers through the generational lens - from the Post Independence cohort to Gen Z, how do they behave and buy, and what shapes their choices.

(http://marketingwhitebook.businessworld.in/)

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