Prof. S Ramesh Kumar’s book ‘Consumer Behaviour: The Indian Context (Concepts and Cases)’ published

Prof.-Ramesh-Kumar

Prof. S Ramesh Kumar

A revised version of his earlier work, the new book reflects rapid changes in the Indian and global markets, and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline

02 August, 2017, Bengaluru: A book titled, ‘Consumer Behaviour: The Indian Context (Concepts and Cases)’, authored by Dr. S Ramesh Kumar, Professor in the Marketing area at IIM Bangalore, has been published recently, by Pearson Education. This is a revised version of his earlier book titled, ‘Consumer Behaviour and Branding: Concepts, Readings and Cases – The Indian Context’, which needed updating given the developments in the realm of digitization, cultural scenario and in consumer decision-making witnessed in the last two or three years.

About the book: The text in the revised book has been holistically updated to reflect rapid changes in the Indian and global markets, and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline.

The updated book draws special attention to:

    • New examples to reflect changing lifestyles and consumer decisions

    • Extensive discussion on digitalization and consumer behavior

    • Strong conceptual base that stimulates the thought process of the readers

    • Specific applications to illustrate the practical usefulness of concepts

    • Indian cases that have been drawn from real-life brands

    • Attractive visuals of brands to illustrate the concepts discussed

About the author: Prof. S Ramesh Kumar, who is also IIMB Chair of Excellence, has a mix of industrial and teaching/research experience of over 30 years. His areas of interest are exploring the application of marketing/consumer behavior concepts to the Indian context. His specific research interests include Branding-Consumer Behavior Interface, Cultural Dimensions in Marketing, and Consumer Behavior-Digital Marketing Interface. He has also adapted the 11th edition of Consumer Behavior by Leon Schiffman and Joseph Wisenblit. He has published articles and case studies in reputed journals (national and international), business magazines and business newspapers. His international publications include papers in refereed journals of repute, which are known both for their academic rigor and practice orientation.

He teaches in the postgraduate, executive management, and research fellow programmes. He has developed courses at the postgraduate and doctoral levels. He has also co-authored and published several real-life cases associated with reputed organizations in the Indian context.

He was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS).

Prof. Ramesh Kumar has presented papers in many international conferences. He has been an invited speaker and visiting scholar in universities abroad and has delivered special lectures on marketing in the Indian context. He has conducted a number of training programmes for corporate executives in Indian and multinational organizations.

Visit @ IIM Bangalore

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