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
249-253
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
1 October 2006
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), .
(doi:10.1108/13555850610703227).
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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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
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Date deposited: 26 Apr 2019 16:30
Last modified: 16 Mar 2024 04:39
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