Aesthetics in Marketing

Aesthetics in Marketing

By: G. Ganesh Das (author), Rajat Kanti Baisya (author)Paperback

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A book for Indian designers and brand marketers, Aesthetics in Marketing primarily deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies. It is the first attempt of its kind to understand the influence of aesthetics in the context of two very important sectors of the industry-consumer durables and automobile. The book analyses various aesthetic attributes, qualities and elements in a product and deliberates on the important of each of these and the kind of balance necessary among them for designing successful products. It stands out on account of the theory, concepts and models discussed, which have a strong foundation in the authors` primary research. Through real-life case studies, interviews, and company and consumer surveys, the authors have brought to the fore the important of aesthetics in various aspects of marketing, like cultivation of a brand image, and have focused on the role played by demographic variables in influencing product buying decisions. Bringing a whole new meaning to the adage `beauty is in the eye of the beholder`, this book will certainly lead to introspection on the importance of `aesthetics` in the market value of a product.

About Author

Rajat K Baisya has served as a Senior Professor in Marketing, Strategic Management, International Business, and Project Management at the Department of Management Studies, Indian Institute of Technology, Delhi. He was the President and CEO of the Emami Group of Companies and Senior Vice President, Business Development of Reckitt Benckiser India Ltd. He has also been associated with companies like Escorts Ltd, United Breweries Group, Best Food International (Unilever Group) and Parle-Bisleri Group in very senior management capacities. He was a member of Research Management Board of International Project Management Association (IPMA), Switzerland and is on the editorial board of many international journals. He is the Chairman of Strategic Consulting Group Pvt. Ltd and Frontier Agro Industries Pvt. Ltd, and also a Director on the Board of North Eastern Development Finance Corporation Ltd. He has over 300 research publications and authored five books and is associated with numerous trade and professional bodies in India and abroad. He is the Founder President of Project and Technology Management Foundation. He is a consultant to many large Indian and multinational corporations. Professor Baisya was the recipient of Gardner Award for the year 1974 and Dr J.S. Pruthi Award for the year 2001 for significant contribution to the processed food industry in India. He received the Commendation Award of National Institute of Management and Technology for 2002 for significant contribution in corporate turnaround strategy. He has recently won the Best Professor of Marketing Management Award from Bloomberg UTV. G Ganesh Das is Head of the Consumer Accreditation Cell and Head of Group-Strategy and Performance Management at North Delhi Power Limited (A Tata Power Joint Venture). He took his Ph.D. from Indian Institute of Technology, Delhi in the area of `Strategy and Marketing'. He is a seasoned professional with over 20 years of qualitative experience in sales and marketing, business development, customer relationship management, process improvement, consulting, across multifarious sectors such as automobiles, training, services, utilities and consulting industry with exposure to international assignments. He has been associated with multinationals and global players like Johnson & Johnson and NIIT. He has done significant researches in the areas of consumer behaviour and marketing.


Foreword - M B Shin Preface Introduction to Aesthetics Aesthetics, its Qualities and Attributes Aesthetics and Design and its Role in Products Aesthetics, Design and Consumer Behaviour Aesthetic Influence on Consumer Behaviour and Durables Demographic Variables and Branding in Consumer Durables Total Aesthetic Experience-A Discussion The Aesthetic Framework-A Synthesis of Concepts Companies` Approach to Design and Aesthetics Role of Aesthetics in Marketing Index

Product Details

  • ISBN13: 9780761935957
  • Format: Paperback
  • Number Of Pages: 312
  • ID: 9780761935957
  • weight: 350
  • ISBN10: 0761935959

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