Emerging paradigms in the Indian marketplace / guest editor: Paurav Shukla.

Format:

Book

Contributor:

Shukla, Paurav.

Series:

Asia Pacific Journal of Marketing and Logistics ; 18, no. 4

Language:

English

Subjects (All):

Marketing--India.

Marketing.

Business logistics--India.

Business logistics.

Physical Description:

1 online resource (131 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2006.

Language Note:

English

Summary:

This e-book on 'Emerging Paradigms in Indian Marketplace' continues the current debate on the importance of India in the global trade and the adaptations in marketing practices which will be required to penetrate the Indian market. India, for some time now the focal point of the global trend toward strategic off shoring, has simultaneously become appealing as a market in its own right.

Contents:

Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Emerging paradigms in the Indian marketplace; Marketing paradigms and the Indian firm; An investigation into how individual and organisational consumption is affected when dealing with SME organisations from emerging economies; Brand origin in an emerging market: perceptions of Indian consumers; Advertising message processing amongst urban children; Importance of appropriate marketing strategies for sustainability of small businesses in a developing country; Relational switching costs, satisfaction and commitment

Marketing programmes across different phases of the product life cycleList of reviewers;

Notes:

Description based upon print version of record.

ISBN:

1-280-73756-5

9786610737567

1-84663-175-0

OCLC:

85814678

Publisher Number:

9781846631740