Ride the Change : A Perspective on the Changing Indian Consumer, Market and Marketing

This book is a compilation of articles published in various business publications over a period of ten years. The book traces the post-liberalization era changes in Indian markets in general and advertising in particular, and provides rich insights into diverse products and consumer behavior patterns More specifically, it is aimed at alerting entrepreneurs, managers, market researchers/analysts and advertising professionals to the changes in customer behavior, markets and marketing strategies and also at changing their `market thinking? to `deliver better results in the market place.?

The book is lucid, written in an interactive, or rather conversational style, and is meant for light reading. It is also fairly well-organized, and each section ends with a set of self-help questions to test the `CQ (Change Quotient)? of entrepreneurs and managers, i.e., their understanding of trends, structure, and geographical extent of markets; competition and competitors? strategies; innovation; marketability and reach of products and services and their delivery systems; consumer profiles and preferences; promotional role of media; recruitment, training and team building; brand building and advertising management etc.

Acknowledgements
Introduction

Section I : Changing Consumers
Chapter 1 : Post-Liberators : Are We Ready to Speak their Language?
Chapter 2 : In the Name of the Father
Chapter 3 : The Consumer is Not Your Wife
Chapter 4 : Movies Weave their Magic Once More
Chapter 5 : Desperate housewives of India yearn to Do More for Families
Chapter 6 : Of Planned Purchases, Shopping Lists and Modern Retail Formats
Chapter 7 : The Low Involvement Hurdle
Chapter 8 : Talkative Indian Fuel Mobile Phone Revolution

Section II : Changing Markets
Chapter 1 : Will the Growth Momentum Last?
Chapter 2 : Snack Whack
Chapter 3 : A Shop that Sells Shops
Chapter 4 : To Be or Not to Be
Chapter 5 : The Massification of Luxury
Chapter 6 : Think Big : A New Angle to the Price-Value Equation
Chapter 7 : Marketing Plastic Money

Section III : Changing Marketing
Chapter 1 : Making Marketing Measure Up
Chapter 2 : Making Marketing Magical Again
Chapter 3 : The Changing Face of branding : Can You Face It?
Chapter 4 : Not Playing by the Rules
Chapter 5 : Innovation Networking for Net Results
Chapter 6 : The Flypaper for Associations
Chapter 7 : Eight Steps to Eight Seconds
Chapter 8 : Integrating in a Disintegrating World

Section IV : Changing Advertising
Chapter 1 : Getting the Best Out of Your Advertising Agency!
Chapter 2 : Building a Better India-With Better Advertising
Chapter 3 : Advertising-Cinderella or Sita?
Chapter 4 : Managing Advertising through Economic Turbulence
Chapter 5 : A Value Proposition
Chapter 6 : A Voice in the Boardroom
Chapter 7 : Looking for the Right Ad Agency
Chapter 8 : How to Become the Favourite Client
Chapter 9 : Who has the Last Word?
Chapter 10 : Tight Briefs Fit Better
Chapter 11 : Judging Creative
Chapter 12 : Who Needs Client Servicing?
Chapter 13 : Winds of Change
Chapter 14 : 3Ms of Advertising 2010

Changing Advertising