Browsing by Author "Yadav, Ankita Patiraj"

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    • Personalization at scale using MarTech 

      Utkarsh, Tanmay; Yadav, Ankita Patiraj (Indian Institute of Management Ahmedabad, 2022)
      The Indian consumer landscape is extremely fragmented, with differences in demographics, cultures, and other sensibilities. In the 1930s, a major emphasis was laid on the products, which can also be seen in the advertising ...

    • The road ahead for social commerce in India 

      Tanmay, Utkarsh; Yadav, Ankita Patiraj (Indian Institute of Management Ahmedabad, 2022)
      More than half of the world’s population is connected to social media platforms such as Facebook, Instagram, or Twitter, among others. The numbers are anticipated to grow gradually as the least developed digital markets ...