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Consumption patterns and macromarketing : a radical perspective
In studying the choices for consumption, marketing scholars have been almost totally occupied with a very narrow spectrum of choice, viz brand choice. This paper discusses the nature of consumption patterns and how social ...
New marketing in a new environment: some thoughts on a basic restructuring
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 ...