Prof. S Ramesh Kumar’s co-authored book on Advertising, Brands and Consumer Behaviour features in news magazines

Professor S. Ramesh Kumar, faculty from the Marketing area at IIMB, and Anup Krishnamurthy’s

book, Advertising, Brands and Consumer Behaviour – the Indian Context, published by Sage, explains the linkages between consumer behaviour and advertising in the backdrop of Indian brands. “The proposition of this book is that the contents introduce the reader to several concepts of consumer behaviour through advertisements that are drawn from the Indian context,” explains Professor S. Ramesh Kumar. “Our target segment is practising professionals associated with marketing and advertising domains,” adds Anup Krishnamurthy, Assistant Professor, Marketing, St Joseph’s Institute of Management, in the interview with Business Today, which featured the book in their February 2021 issue. The book is seen as useful to the students of post-graduate management programmes as a reference book, supplementing the content available in textbooks. It covers 79 well-known Indian brands and explains the linkages between advertising and consumer behaviour seen through the lens of conceptual perspectives.

The book is available on Sage, Amazon and Flipkart.