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BACK TO CONCEPTS: Perceived risk and branding
How can marketers inspire confidence when they launch new products?. Emerging markets such as India are unique. Unorganised markets in several categories, low penetration of products and a huge mass of consumers in the lower social strata ...

BOOK MARK: Men, the elusive consumers bookmark
Men take a SWAT (Special Weapons and Tactics) approach to shopping, says Mark Tungate in Branded Male: Marketing to Men ( www.vivagroupindia.com). “Get in, do the job, and ...
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