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Title: New marketing in a new environment: some thoughts on a basic restructuring
Authors: Dholakia, Nikhilesh
Keywords: Marketing
Issue Date: 21-Mar-2010
Series/Report no.: WP;1975/90
Abstract: A case is developed for some basic changes in the conceptual repertoire of the marketing discipline in view of the changes in the economic and social environment in India today. It is argued that the adaptation of existing marketing concepts, techniques, and institutions is not enough because these concepts are rooted in a type of economic environment quite different from that prevailing in most Third World countries.
Appears in Collections:Working Papers

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