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Advertising and Marketing Strategies

 
Savita Hanspal (Author)
Synopsis 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.
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About the author

Savita Hanspal

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.

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Bibliographic information

Title Advertising and Marketing Strategies
Format Hardcover
Date published: 01.01.2001
Edition 1st.ed.
Language: English
isbn 8177080059
length xii+326p., Tables; Notes; Bibliography; Index; 23cm.