Overview for Advertising and Marketing Strategies
Though books on marketing invariably to lifestyles, there is a dearth of publications devoted to this approach to marketing in India. The present book is intended to fill this vacuum. It provides a comprehensive rationale for using the concept of lifestyle to study the consumer behaviour and illustrates the active application of this concept to three lifestyle sensitive product categories of furniture, fast food and clothes. It identifies seven lifestyle groups for the middle-class consumers and suggests marketing and advertising strategies for these segments.
Savita Hanspal (Author)
Savita Hanspal is a Reader in the Department of Commerce, Kamala Nehru College, University of Delhi. She obtained her B.Com. (Hons.) degree from Shri Ram College of Commerce, and M.Com., M.Phil. and Ph.D. degrees form the University of Delhi. She has published a number of articles in reputed journals of marketing, commerce and management and has also presented papers in conferences at the national level.