Selling to India's Consumer Market

by Douglas Bullis

Overview

Douglas Bullis goes beyond the usual superficial accounts found in the usual import/export books and provides something truly unique: an in-depth analysis of what India needs from the rest of the world, not what the world can get out of India. What most businesspeople don't know, and what is crucial if they are to succeed in their transactions with India, is what India needs from them—and not always is this mere capital. Bullis describes the rise of India's middle class and consumer economy since 1991, and provides readers with what very few outsiders know: how India really works. The result is an essential resource for corporate management in marketing, sales, strategic planning and investment, and important collateral reading for students and teachers of international business.

Bullis argues that India has long been misunderstood by the West. Now, as the business climate goes global, India looms as the largest country in the world to embrace the market economy. As India emerges as a mass consumer market and a major low-cost manufacturing center, not only the Indian economy, but the world economy is likely to be changed. If overseas businesspeople are to enter India and compete successfully, they need a clear, broad, up-to-the-minute and useful view of the country, its markets, its resources, and its people. In this book, Bullis provides just that.

Product Details

ISBN-13:	9781567201055
Publisher:	Bloomsbury Academic
Publication date:	12/09/1997
Pages:	312
Product dimensions:	6.00(w) x 9.00(h) x 0.81(d)

About the Author

DOUGLAS BULLIS is a writer, editor, and currently owner of Atelier Books, a full-service book production firm serving international publishers with interests in the Southeast Asian market./e Bullis has written and published more than 200 articles on topics ranging from art and cultural history to business, country investment, and technology transfer. He also is author of Selling to India's Consumer Market (Quorum, 1997).

Table of Contents

The Outlook for India's Consumer Economy
Targeting India's Consumer Market
Marketing and Advertising
Distribution and Sales
Appendix A: Useful Terms
Appendix B: Additional Reading
Appendix C: Useful Addresses
Bibliography
Index

Editorial Reviews

Provides an in-depth analysis of what Indian consumers need from the rest of the world in terms of goods and services, describing the rise of India's middle class and consumer economy since 1991 and looking at cultural realities and expectations. Discusses the outlook for the country's economy, explains complexities of Indian consumerism, and gives background and practical details on marketing, advertising, distribution, and sales. Includes a glossary and useful addresses. Annotation c. by Book News, Inc., Portland, Or.

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