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erfolgreiche Vermarktung von Luxusgütern in Indien

erfolgreiche Vermarktung von Luxusgütern in Indien

          
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About the Book

"One Land With One Billion Minds" - Indien bedeutet mit seiner Heterogenität Potenzial und Herausforderung zugleich. Der indische Subkontinent schafft mit seiner unvergleichlichen Vielfalt und seinen kulturellen, sprachlichen sowie regionalen Unterschieden einen Ort auf der Welt, welcher derart faszinierend, aber doch so schwer zu verstehen ist. Mit 1,2 Mrd. Menschen bildet Indien die größte Demokratie der Welt und bringt dabei gewaltige soziale und wirtschaftliche Gegensätze hervor. Wer immer noch glaubt, Indien sei lediglich Beschaffungsmarkt und "Dienstleister der Welt", hat das immense Potenzial als Absatzmarkt noch nicht begriffen. Die indischen Konsumenten zeigen auch im Konsum ihre Besonderheiten, so mussten Coca Cola und McDonald's ihre weltweit standardisierte Produktstrategie in Indien lokal anpassen. Offenbar kann jede weltweit erfolgreiche Marketingstrategie in Indien fehlschlagen. Umso schwieriger ist es darum, Luxusgüter in Indien erfolgreich zu vermarkten, zumal das Marketing von Luxusgütern anderen Gesetzen als "normalen" Gütern folgt. Mit dem starken Wirtschaftswachstum wächst die Schicht der vermögenden Menschen und damit rapide die Zahl potenzieller Konsumenten, die den Luxus neu entdecken möchten. Insofern stellt sich die Frage: Wie wird ein Luxusgut in Indien erfolgreich vermarktet?


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Product Details
  • ISBN-13: 9783639447699
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 68
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 3639447697
  • Publisher Date: 28 Dec 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 114 gr


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