Browsing by Author "Roy, Utkarsh"

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    • Drivers of customer advocacy in the omnichannel world 

      D, Priyanka; Roy, Utkarsh (Indian Institute of Management Ahmedabad, 2022)
      In an ever-growing digital world, the barriers to market entry for new companies have diminished, with tens of fragmented brands entering and disrupting the market - leaving FMCG giants rather worried about how do they get ...

    • Multicultural marketing: should marketing campaigns be customized for subcultural divisions in India! 

      D, Priyanka; Roy, Utkarsh (Indian Institute of Management Ahmedabad, 2023-08-08)
      Multicultural marketing is any business endeavour to promote a product or service to a particular demographic. This includes overseas and international cultures but can also refer to minority cultures in a single country. In ...