| 1575500 |
Emerging paradigms in the Indian marketplace
Paurav Shukla
(pp. 249-253)
Keywords:
Globalization,
India,
Marketing
ArticleType: Viewpoint
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(56 KB)
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| 1575501 |
Marketing paradigms and the Indian firm: A study of the emerging challenges and firm responses
Krishnaveni Muthiah
(pp. 254-265)
Keywords:
Business performance,
Content management,
Driving forces,
India,
Marketing models
ArticleType: Research Paper
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(94 KB)
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| 1575502 |
An investigation into how individual and organisational consumption is affected when dealing with SME organisations from emerging economies
Zubin Sethna
(pp. 266-282)
Keywords:
Consumption,
Emerging markets,
India,
Relationship marketing,
Small to medium-sized enterprises,
Trust
ArticleType: Research Paper
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(128 KB)
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| 1575503 |
Brand origin in an emerging market: perceptions of Indian consumers
Zhongqi Jin and Bal Chansarkar, N.M. Kondap
(pp. 283-302)
Keywords:
Brands,
Country of origin,
India
ArticleType: Research Paper
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(217 KB)
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| 1575504 |
Advertising message processing amongst urban children: An Indian experience — with special reference to TV advertising
J.S. Panwar, Milan Agnihotri
(pp. 303-327)
Keywords:
Advertising,
Children (age groups),
Cognitive mapping,
Communication management,
India,
Parents
ArticleType: Research Paper
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(150 KB)
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| 1575505 |
Importance of appropriate marketing strategies for sustainability of small businesses in a developing country: Case of bakery chains of Kolkata, India
Kalyan Sengupta, Atish Chattopadhyay
(pp. 328-341)
Keywords:
Developing countries,
India,
Marketing strategy,
Small enterprises,
Sustainable development
ArticleType: Research Paper
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(137 KB)
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| 1575506 |
Relational switching costs, satisfaction and commitment: A study in the Indian manufacturing context
Hari Vasudevan, Sanjaya S. Gaur, Rajesh Kumar Shinde
(pp. 342-353)
Keywords:
Costs,
India,
Manufacturing industries,
Small to medium-sized enterprises,
Supplier relations
ArticleType: Research Paper
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(106 KB)
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| 1575507 |
Marketing programmes across different phases of the product life cycle: An explorative study in the Indian machine building sector
Avvari V. Mohan, K.N. Krishnaswamy
(pp. 354-373)
Keywords:
Discriminators,
India,
Industrial marketing,
Machining centres,
Marketing planning,
Product life cycle
ArticleType: Research Paper
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(129 KB)
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