Mostly in an organization, hard skills are valued more e.g. engineering skills, financial expertise, quantitative techniques etc. Soft skills like communication skills, human relations, and psychological basis, of human-consumer behaviour are considered pass?. Of late, there is a paradigm shift in this thinking. Post-Hawthorne experiments, the significance of the human factor emerged as never before. In marketing too, apart from the glamourous topics of product-brand management and advertising, the top management understood the consumer behaviour. In fact, it facilitates organizational and marketing planning including advertising and product planning.
As new research concepts in this area were developed, it was felt that there is a need to revise the complete text. In this revised enriched form, the book will serve the needs of students better.