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


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.

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NSRCEL at IIMB hosts workshop for educators


As part of its Customer Connect initiative, N. S. Raghavan Centre for Entrepreneurial Learning (NSRCEL), the start-up incubator of IIM Bangalore, organized a workshop on ‘Inspiring Educators in Digital Age’ on July 26, 2017.

It was a collaborative effort by NSRCEL and ‘Mantra for Change’ -– a social venture focused on school transformation. The workshop format was interactive with brainstorming sessions and ideating discussions with 28 educators and school leaders from schools across Bangalore and Mysore.

The assembly line, the break bell, the homework and the favourite teacher… how often do we really miss those carefree days of school? Almost every day – given the stressful adult lives today! For all the positives in the school as a workplace and teaching being a noble profession, the job requires immense motivation.

Career growth, inspiration, gratification and respect for teachers were discussed at the workshop. Some actionable ideas surfaced, as a result of all the brainstorming. These included:

Skill mapping of teachers, and opportunities for them to attend skill enhancement workshops

Adopting ‘Teacher of the Month’ and similar initiatives to recognize and reward the effort of teachers

Creating a more inclusive environment for their career growth and progression

Participants and organizers alike left the room noticeably energized and enthused with the idea of implementing some of the ideas that were discussed during the workshop. NSRCEL will continue to support these educators and start-ups making a positive impact in the education sector.

Going forward, NSRCEL aims to take up more initiatives to help women entrepreneurs connect with the innovation ecosystem and markets, and build networks for successful growth of enterprises. Stay tuned for more Connect stories.

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