Kumar <br/><br/>
Consumer Behaviour and Branding: Concepts, Readings and Cases – The Indian Context/ 

 -  Pearson, 
<br/><br/>Introduction: Why Concepts Are Important in the Indian Context<br/>Part I: Concepts in Consumer Behaviour<br/>Part II: Readings<br/>Part III: Cases<br/> 
<br/><br/><label>ISBN: </label>9789332500815