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MIS-Marketing by the dream merchants: the case of state lotteries
(2010-03-14)
The paper pleads for a total review of state operated lotteries in India. The idea of state run lotteries came with the laudable objective of mobilizing surplus money in the society by exploiting the gambling instinct and ...
Language translations in advertising and marketing research: need for recognizing measurement differences
(2010-03-14)
This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings ...
Purchasing Function in Indian Industry
(2010-04-08)
Marketing, yes, creative marketing of special bearer bonds
(2010-03-14)
The paper examines the marketing tasks involved in case full potential of the special bearer bonds which is being introduced by the Government of India to mop up undeclared money that is accumulated in the economy. The ...
A generalised scale for pretesting print advertisements
(2010-03-20)
The Working Paper presents the findings of a research study which was initiated to develop a generalized scale which could be used to pretest an advertisement prepared by an agency or to compare alternate advertisements ...
Predicting new product success: role of product-category related variables
(2010-03-20)
Can one identify the major characteristics of the product class that facilitate or hinder the initial success of new products? Answer to this question should be of considerable interest to marketing managements in India ...
Marketing research and the regional languages problem
(2010-07-27)
Marketing research studies in India, particularly those based on consumer surveys, which extend data collection beyond a particular linguistic region, confront a serious problem of language comparability in the questionnaires ...