ROLEOFCRMANDCONSUMERISMINBUILDINGBRANDS: AN INDIAN PERSPECTIVE

Enhanced contribution of the Indian Industrial sector to the economy is well documented. With ah increase in its contribution to the economy begins to depend heavily on the efficiency with which its goods and services are created and delivered. Failures can negatively affect the efficiency and thereby affect both the organization and the society. Hence there is immense pressure on the firms to 'do it right" every time. It is here that building brands is of pivotal importance. Every day new products are entering the market, which face tough competition and to succeed in the competition they must differentiate their products from competitors. Understanding the emerging Indian market and the consumer has big challenge to the corporate world especially while creating and managing brand.