The introduction of technology into the marketing situation has changed the landscape from service-oriented to consumer-centric. As a result, it is essential to gather information about consumer behaviour. Prof. Varsha Jain’s book “Consumer Behavior-A Digital Native” is an excellent resource for understanding the nuances of consumer behaviour. The book proceeds coherently, beginning with the introduction of digital natives as new customer segments. Furthermore, it explains the consumer behaviour aspects such as personality, attitude, motivation, information processing, and decision making in the digital age with theoretical foundations. The book also includes short and exciting case studies to help readers understand how to apply the aspects of consumer behaviour. Overall, the book provides a holistic, comprehensive overview of consumer behaviour that will give students the necessary skills to learn, understand, and apply in real-world scenarios.
The book “Consumer Behavior-A Digital Native” teaches four key lessons:
Companies and industries are increasingly interested in investing and establishing a foothold in developing countries, particularly India. To learn more, Prof. Varsha Jain’s book “Marketing Management- Indian Cases” is an excellent resource. The book gives an in-depth basic notion of marketing and establishes a connection with a real-life issue, and provides twenty-three case studies from the Indian setting to guarantee learners get practical knowledge. Furthermore, it is imperative to comprehend the complexities of the market’s methods, mechanisms, and applications of various marketing concepts and their use to graduates. As a result, the book “Marketing Management- Indian Cases” gives the necessary learnings, abilities, and information to comprehend, analyze, and evaluate various concepts as well as case studies.
Since the marketing landscape is dynamic, a robust theoretical understanding is required to respond to changes. The book “Marketing Management- Indian Cases” teaches readers three critical lessons.
Sheth, J., V., Jain, V. Mogaji, E. (Forthcoming). Artificial Intelligence and Marketing
Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson