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Business Standard

Book Extract: Mix and match

From pristine pure English to Hindi to Hinglish, the language of Indian advertising is now a mishmash of many languages

Ambi Parameswaran 

Nawabs, Nudes, Noodles: India through 50 years of advertising Author: Ambi Parameswaran Publisher: Pan Macmillan ISBN: 9789382616719 Price: Rs 599 Professor Gerald Zaltman of Harvard Business School lists six marketing fallacies and one of them happens to be that marketers tend to think that 'consumers think in words'. He explains: Marketers also believe that consumers' thoughts occur only as words.

Thus, they assume they can understand consumers' thinking by interpreting the words used in standard conversations or written on a questionnaire. This excessive focus on ...

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First Published: Mon, July 11 2016. 00:07 IST