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Emerging paradigms in the Indian marketplace

Emerging paradigms in the Indian marketplace
Emerging paradigms in the Indian marketplace

Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in the region. Findings – The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies. Originality/value – This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.

Globalization, India, Marketing
1355-5855
249-253
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d

Shukla, Paurav (2006) Emerging paradigms in the Indian marketplace. Asia Pacific Journal of Marketing and Logistics, 18 (4), 249-253. (doi:10.1108/13555850610703227).

Record type: Article

Abstract

Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in the region. Findings – The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies. Originality/value – This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.

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More information

Published date: 1 October 2006
Keywords: Globalization, India, Marketing

Identifiers

Local EPrints ID: 430378
URI: http://eprints.soton.ac.uk/id/eprint/430378
ISSN: 1355-5855
PURE UUID: c66c2466-ae5a-4019-a650-feda0be3818c
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 26 Apr 2019 16:30
Last modified: 07 Oct 2020 02:24

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