Now showing items 1-10 of 40
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 ...
Growth strategy for tiny and rural industries sector need for marketing orientation
The paper proposes a three-dimensional conceptual framework for understanding the pedagogical methods. It discusses the characteristics of behaviour simulation and the relevant concepts of learning for these. Various ...
Marketing Management-1 (Mid-Term) (2015)
(Indian Institution of Management Ahmedabad, 2015-09-11)
IIM-A to decode Big B magic in state's tourism
Experiences of designing a case based compulsory marketing course for a masters level programme in management
This paper describes authors' experiences of designing a case based compulsory marketing course for Post Graduate Programme (PGP) in Management (equivalent to MBA) at Indian Institute of Management, Ahmedabad (IIMA). Given ...
Marketing orientation in Indian industry
An instrument with 54 items was developed to measure marketing orientation of Indian companies. Ninety-one senior marketing executives from a cross section of Indian manufacturing companies provided data on their perceptions ...
Commercializing and Marketing the Concept of Cord Blood Stem Cells Preservation through Public Private Partnership Model (PPP)
(Indian Institute of Management, Ahmedabad, 2013)
The medical technology has transformed into a greater pinnacle and changed the way the diseases are diagnosed and treated. The recent innovation is preservation and the use of cord blood stem cells to cure incurable/difficult ...
Happy marketing teachers’day
A study on the impact of temporal framing of prices on quality perception
(Indian Institute of Management Ahmedabad, 2015)