‘Advertising, Brands and Consumer Behaviour’, co-authored by Professor S Ramesh Kumar, launched by Sage
The book covers 79 well-known Indian brands, with the linkages between advertising and consumer behaviour with the backdrop of Indian brands, explained through the lens of conceptual perspectives; targets practising professionals and students of post graduate management programmes
10 April, 2020, Bengaluru: A reference book titled: ‘Advertising, Brands and Consumer Behaviour’, co-authored by Professor S Ramesh Kumar, IIM Bangalore faculty from the Marketing area, and Anup Krishnamurthy, which explains the linkages between consumer behaviour and advertising in the backdrop of Indian brands, has been launched by Sage. The book covers 79 well-known Indian brands.
The book’s target segment is practising professionals associated with the domains of marketing and advertising. The book will also be useful to students of post graduate management programmes as a reference book, supplementing the content available in textbooks, associated with consumer behaviour, advertising and branding. The Indian examples will enable students to identify the concepts explained in the book in the Indian context. The book also provides work exercises and suggests research readings that will enable the reader to further probe into the linkages between advertising and consumer behaviour that are triggered by contents of the book.
Professor S. Ramesh Kumar has been associated with teaching and research for about thirty five years .He has authored 8 books on marketing / consumer behaviour in the Indian context ,co-authored an adapted text book and co-authored 23 cases(Ivey/IIMB-HBS case series) on Indian brands besides publishing/co-authoring papers in international journals/presenting papers in international conferences of repute. He has written over 200 articles in the business press.
Professor Ramesh Kumar 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 was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS) and IIM B Chair of Excellence (2016-19).