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  Consumer Behaviour and Marketing Communication (With CD) : An Indian Perspective
 

Consumer Behaviour And Marketing Communication (With Cd) : An Indian Perspective

by Ajay Kumar, Kamal Singh

  Price : Rs 395.00
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  The study of consumer behaviour has become one of the most important disciplines of marketing and biggest challenge in the 21 century for the marketing organizations is to increase their market share and also increase their profitability. To achieve this objective, everyone in the marketing organizations, needs to understand the consumer psychology.
In this book, authors have tried to explain the consumer behaviour as a science which is derived from various multi-disciplines like, economics, social science, anthropology, etc.

The book is divided into two parts. PART I: Text describes the psychological aspects of consumer behaviour with various theories, models and principles of Consumer Behaviour. It also describes the field of marketing communication and the institutions through advertising and various tools of sales promotion. PART II: Cases & Articles presents various cases and articles which help the readers to explain more about this discipline. ISBN - 9789351191827
 


Pages : 496
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