The Indian Consumer: One Billion Myths, One Billion Realities

商家名称	信用等级	购买信息	订购本书
		The Indian Consumer: One Billion Myths, One Billion Realities
		The Indian Consumer: One Billion Myths, One Billion Realities

基本信息·出版社：John Wiley & Sons
·页码：300 页
·出版日期：2008年07月
·ISBN：0470822309
·条形码：9780470822302
·装帧：平装
·正文语种：英语
·外文书名：印度中产阶级神话

内容简介 A counterintuitive guide that exposes the apocryphal Indian "middle class"

With so many companies scrambling to cash in on the growing Indian middle class, the time is right for a factual look at the consumer class that so many are banking their fortunes on. As foreign firms cue up to tap those markets, many have found the Indian middle class to be largely mythical. This book offers a clear-eyed and honest assessment of India's consumer market to help entrepreneurs and companies develop realistic strategies for doing business in India.

Alam Srinivas (New Delhi, India) is Business Editor of Outlook, an English-language Indian news magazine, and Editor of Outlook Business.
作者简介 Alam Srinivas has been a journalist for over two decades and has worked for The Times of India, India Today, Outlook, Business Today and BusinessWorld. He is an investigative business journalist, who has exposed several corporate and stock market scams, and has written insightful pieces on business diplomacy and the intricacies of policymaking. Alam is also the author of a book on the fight between the two estranged Ambani brothers, Mukesh and Anil, who once together controlled one of India’s largest private sector groups.
专业书评 This is an up-close and personal look at the Indian consuming class. I enjoyed reading the flesh and blood portraits of different types of consumers, and the wide sweep of stories of what’s going on in the world they live in.

Rama Bijapurkar
Management Consultant and Author, Winning in the Indian Markets

Alam Srinivas has gone behind the hype and beyond the generalizations to uncover refreshing truths about the Indian Middle Class. He challenges conventional wisdom and proposes a new way of seeing this vital segment. The method he uses is eclectic—he fuses an insightful reading of statistics with personal observations, historical understanding with intimate portraits. He looks at popular culture and larger socio-cultural influences, all the while engaging the reader in a direct conversation. The result is a satisfying look at an elusive part of a complex culture; as he himself says, there are several middle classes and it is to Alam’s credit that he gives us an insight into all of these.

Santosh Desai
MD & CEO
Futurebrands, Future Group

Alam Srinivas has used economic data, academic research, personal experience, hard reportage, corporate case studies and the nuanced messages from popular culture to paint one of the most revealing portraits of the Indian middle class. This book—part history, part prognosis, and part advisory—should be compulsory reading for anyone interested in how India, its people and its markets have been transformed in the last two decades, and what the future could look like. This is a book that is sorely needed.

Sandipan Deb
Senior Journalist and Author, The IITians: The Story of a Remarkable Indian Institution and How its Alumni Are Reshaping the World

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