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National publishing company: marketing of children's fortnightly magazine
(1994-10-05)
In November 1990, Mr R Saxena, Marketing Manager
of National Publishing Company, was considering alternative
strategies to improve the sales of "Titli," a
children's fortnightly vernacular magazine published
by the ...
Malfunctioning of the public distribution systems: an empirical analysis.
(1991-09-29)
Public distribution system (PDS), which
acquired prominence in India during the
Second World War period, has evolved over
the years as a major policy instrument of the
government to ameliorate difficulties caused
by ...
Brand specific associations and consumer involvement in the evaluation of brand extensions
(Indian Institute of Management Ahmedabad, 1998-12-01)
Research in the area of brand extensions has focused on the themes of simple affect transfer and category based affect transfer to explain attitude towards the extension. Subsequent research stresses the importance of ...