Leon G. Schiffman, Professor Emeritus of Marketing and E-Commerce, Peter J. Tobin College of Business, St. John's University, New York City
Joe Wisenblit, Professor of Marketing, Stillman School of Business, Seton Hall University, New Jersey
S. Ramesh Kumar, IIMB Chair of Excellence, Professor of Marketing, Indian Institute of Management Bangalore
S.RAMESH KUMAR
S. Ramesh Kumar is a Professor, in the Marketing Area, Indian Institute of Management, Bangalore, India. He holds a basic degree in electronics and communication engineering with an MBA and Ph.D. His areas of interests are exploring the application of marketing/consumer behavior concepts to the Indian context.
He has a mix of industrial and teaching/research experience of over thirty five years.
S.Ramesh Kumar was awarded the ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS). He was awarded the IIM B Chair of Excellence (2016-2019).
Dr.S.Ramesh Kumar has published a number of articles and case studies in reputed journals (national and international), business magazines and business newspapers. His several international publications include papers/cases, in refereed journals of repute, which are known both for their academic rigor and practice orientation. His papers/co-authored papers have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Journal of Consumer Behavior, Marketing Review, Journal of Customer Behavior, Richard Ivey Business School's case collection and IIM B case collection marketed by Harvard Business School .
His books include the following titles; “Marketing and Branding-The Indian Scenario” (Pearson) deals with Indian examples based on basic marketing concepts “Marketing Nuggets – Conceptual Dimensions in Marketing” (Vikas) that won the first prize awarded by The Federation of Educational Publishers in India. His book “Application Exercises in Marketing” (Vikas) deals with exercises concerning practical issues across product categories in the Indian context. His third book “Managing Indian Brands – Marketing Concepts and Strategies” (Vikas) deals with he application of marketing and consumer behavior concepts to the Indian context. “Conceptual Issues In Consumer Behavior-The Indian Context” (Pearson) provides the Indian interface for several concepts in consumer behavior and supplements the textbook on the subject. He has co-authored an adopted text book “Consumer Behavior” with Leon Schiffman and Joseph Wisenblit (Pearson,2019 being the latest edition) that deals with extensive Indian examples. He has edited two books on case studies (on Marketing and Consumer Behavior respectively) and both of them have been published by Pearson Education in collaboration with Ivey publishing, Canada, a unit of Ivey Business School. He has extensively contributed (coauthoed) to cases on leading Indian brands https://www.iimb.ac.in/user/128/s-ramesh-kumar.
Ramesh Kumar has also presented papers in international conferences these include paper presentation in conferences conducted by American Marketing Association at Vanderbilt University U.S, Maastricht University, Netherlands, University of Queensland, Australia, Academy of Marketing Conference at U.K, Asian Business Case Writing Conference conducted by National University of Singapore at Singapore and International Congress of Psychology conducted by Swedish Psychological Association at Stockholm. He has been a invited speaker/Visiting Scholar in universities abroad for delivering specialized lectures on marketing in the Indian context. Ramesh Kumar has conducted a number of training programs for corporate executives in Indian and multinational organizations.
S. RAMESH KUMAR
Dr S. Ramesh Kumar is a Professor, in the Marketing Area, Indian Institute of Management Bangalore, India. He holds a basic degree in Electronics and Communication Engineering with an MBA and a Ph.D. His primary focus is exploring the application of marketing/consumer behaviour concepts to the Indian context.
He has a mix of industrial and teaching/research experience of over thirty-five years.
S. Ramesh Kumar was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS) in 2004. He was awarded the IIM B Chair of Excellence (2016–2019).
S. Ramesh Kumar has published/co-authored, books, number of articles and case studies in reputed journals/case collections business magazines/business newspapers that include Wall Street Journal. His international publications have been in refereed journals of repute, which are known both for their academic rigour and practice orientation. His papers/co-authored papers/cases have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Journal of Consumer Behaviour, Marketing Review, Journal of Customer Behaviour, Richard Ivey Business School's case collection and IIM B's case collection on well- known Indian brands, presented by Harvard Business School. https://www.iimb.ac.in/user/128/s-ramesh-kumar.
His books include the following titles: ‘Marketing and Branding: The Indian Scenario' (Pearson) deals with Indian examples based on basic marketing concepts, ‘Marketing Nuggets: Conceptual Dimensions in Marketing' (Vikas publishers) that won the first prize awarded by The Federation of Educational Publishers in India. His book ‘Application Exercises in Marketing' (Vikas publishers) deals with exercises concerning practical issues across product categories in the Indian context. ‘Managing Indian Brands: Marketing Concepts and Strategies' (Vikas publishers) deals with the application of marketing and consumer behaviour concepts to the Indian context. ‘Conceptual Issues in Consumer Behaviour: The Indian Context' (Pearson Education), provides the Indian interface for several concepts in consumer behaviour and supplements the textbook on the subject. He has co-authored an adopted textbook ‘Consumer Behaviour' with Leon Schiffman and Joseph Wisenblit (Pearson, 2019 being the latest edition) that deals with extensive Indian examples closely applied to the text. He has edited two books on case studies (on Marketing and Consumer Behaviour respectively) published by Person Education with Ivey publishing, Canada a unit of Ivey Business School.
S. Ramesh Kumar has also presented papers in several international conferences. These include the ones conducted by American Marketing Association at Vanderbilt University US, Maastricht University, Netherlands, University of Queensland, Australia, Academy of Marketing Conference at the UK, Asian Business Case Writing Conference conducted by the National University of Singapore at Singapore and International Congress of Psychology conducted by Swedish Psychological Association at Stockholm. He has been an Invited Speaker/Visiting Scholar in universities abroad for delivering specialized lectures on Marketing applied to the Indian context. Dr S. Ramesh Kumar has conducted several training programmes for corporate executives in Indian and multinational organizations. He has done an online course on Consumer Behaviour with IIM Bangalore, under the MOOC series.
S. RAMESH KUMAR
Dr S. Ramesh Kumar is a Professor, in the Marketing Area, Indian Institute of Management Bangalore, India. He holds a basic degree in Electronics and Communication Engineering with an MBA and a Ph.D. His primary focus is exploring the application of marketing/consumer behaviour concepts to the Indian context.
He has a mix of industrial and teaching/research experience of over thirty-five years.
S. Ramesh Kumar was awarded the ICFAI Best Teacher Award by the Association for Indian Management Schools (AIMS) in 2004. He was awarded the IIM B Chair of Excellence (2016-2019).
S. Ramesh Kumar has published/co-authored, books, number of articles and case studies in reputed journals/case collections business magazines/business newspapers that include Wall Street Journal. His international publications have been in refereed journals of repute, which are known both for their academic rigour and practice orientation. His papers/co-authored papers/cases have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Journal of Consumer Behaviour, Marketing Review, Journal of Customer Behaviour, Richard Ivey Business School's case collection and IIM B's case collection on well- known Indian brands, presented by Harvard Business School. https://www.iimb.ac.in/user/128/s-ramesh-kumar.
His books include the following titles: ';Marketing and Branding: The Indian Scenario' (Pearson) deals with Indian examples based on basic marketing concepts, ';Marketing Nuggets: Conceptual Dimensions in Marketing' (Vikas publishers) that won the first prize awarded by The Federation of Educational Publishers in India. His book ';Application Exercises in Marketing' (Vikas publishers) deals with exercises concerning practical issues across product categories in the Indian context. ';Managing Indian Brands: Marketing Concepts and Strategies' (Vikas publishers) deals with the application of marketing and consumer behaviour concepts to the Indian context. ';Conceptual Issues in Consumer Behaviour: The Indian Context' (Pearson Education), provides the Indian interface for several concepts in consumer behaviour and supplements the textbook on the subject. He has co-authored an adopted textbook ';Consumer Behaviour' with Leon Schiffman and Joseph Wisenblit (Pearson, 2019 being the latest edition) that deals with extensive Indian examples closely applied to the text. He has edited two books on case studies (on Marketing and Consumer Behaviour respectively) published by Person Education with Ivey publishing, Canada a unit of Ivey Business School.
S. Ramesh Kumar has also presented papers in several international conferences. These include the ones conducted by American Marketing Association at Vanderbilt University US, Maastricht University, Netherlands, University of Queensland, Australia, Academy of Marketing Conference at the UK, Asian Business Case Writing Conference conducted by the National University of Singapore at Singapore and International Congress of Psychology conducted by Swedish Psychological Association at Stockholm. He has been an Invited Speaker/Visiting Scholar in universities abroad for delivering specialized lectures on Marketing applied to the Indian context. Dr S. Ramesh Kumar has conducted several training programmes for corporate executives in Indian and multinational organizations. He has done an online course on Consumer Behaviour with IIM Bangalore, under the MOOC series.
PART I Consumers, Marketers, and Technology
1 Consumer Behavior and Technology
2 Market Segmentation and Real-Time Bidding
PART II The Consumer as an Individual
3 Consumer Motivation and Personality
4 Consumer Perception and Positioning
5 Consumer Learning
6 Consumer Attitude Formation and Change
PART III Communication and Consumer Behavior
7 Persuading Consumers
8 From Print and Broadcast to Social Media and Mobile Advertising
9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth
PART IV Social and Cultural Settings
10 The Family and Its Social Standing
11 Cultural Values and Consumer Behavior
12 Cross-Cultural Consumer Behavior: An International Perspective
PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
13 Consumer Decision-Making and Diffusion of Innovations
14 Marketers' Ethics and Social Responsibility
15 Consumer Research
The impact of modern technology on marketing and consumer behavior, with coverage of the value
exchange between consumers and marketers, astute positioning, and more.
? The role of new media providing students with a thorough understanding of how marketers can
engage with consumers across social media platforms, manage successful, targeted campaigns, and
track and measure the results.
? A new section exploring the e¬ects that hidden motives have on consumer behavior in Chapter 3.
? Inclusion of updated cases and caselet features such as the "Touch of Reality" that connects concepts
with the reality of Indian context and "Conceptual Theme" elaborating the application of theoretical
concepts.
? Application of classical theories as well as the appreciation of contemporary research.
? Dozens of new ad illustrations, including of Indian brands like Tata, Soulful, Peter England, and Yakult,
to help students visualize how the topics discussed a¬ect real marketing decisions.