Marketing Communication: Inevitable for Promoting Brand Awareness: Special Emphasis on Cosmetics and Toiletries Segment of FMCG - Softcover

Mukherjee, Dr. Soumya; Das, Dr. Mrinal Kanti

Softcover

ISBN 10: 6200285659 ISBN 13: 9786200285652

Verlag: LAP LAMBERT Academic Publishing, 2020

Inhaltsangabe

Fast moving consumer goods (FMCG) constitute the basic necessities of the consumers and the consumers have plethora of options before them in selecting their preferred products. In this era of digital revolution, Marketing Communication (MC) has evolved as a more versatile and robust tool which has the power to generate positive inclination of the consumers towards FMCGs and thus help to build customers’ trust and loyalty to the producers. Today, FMCG markets are clattered with both large and small companies and overcrowded with many marketing messages. The present study intends to assess how FMCG companies have set favorable promotional strategies for their brand recognition depending on demographic characteristics of prospects of West Bengal to have a better impact on the mind of the prospective and existing customers. An analysis is also made to find out the different attributes which really play a convincing role while purchasing FMCG Brand and also concentrates on exploitation of both the traditional and social media to establish FMCG Brand in Indian market.

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Über die Autorin bzw. den Autor

Dr. Soumya Mukherjee is Assistant Professor of Business Administration at Techno College Hooghly. Dr. Mrinal Kanti Das is Assistant Professor in Commerce at Kanchrapara College, 24 PGS (S), West Bengal. They have published a number of research articles in reputed journals. Dr. Mukherjee earned his PhD  under the supervision of Dr. Das.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2020
• Sprache: Englisch
• ISBN 10: 6200285659
• ISBN 13: 9786200285652
• Einband: Taschenbuch
• Anzahl der Seiten: 180
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Verlag Unser Wissen; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland