Browsing Working Papers by Author "Kureshi, Sonal"

Now showing items 1-5 of 5

    • Cause related marketing - an Indian overview 

      Kureshi, Sonal; Thomas, Sujo (Indian Institute of Management, Ahmedabad, 2014)
      The Indian market has witnessed all types of organizations ranging from national to multinational to regional as well as local adopting cause related marketing (CRM) practice since the late nineties. They started partnering ...

    • Cigarette and liquor advertising in India an exploratory study 

      Mukhopadhyay, Sipra; Kureshi, Sonal (2010-03-24)
      The study examined cigarette and liquor ads in the print media in the context of consumer behaviour and legal/ethical issues. Subjects were drawn from three distinct segments, the vulnerable segment comprising of boys from ...

    • Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market 

      Kureshi, Sonal; Sood, Vandana; Koshy, Abraham (2009-08-03)
      Segmentation classifies customers into groups which enables the retailers identify their target segment and provide the desired value. This paper is an attempt to group the customers and generate a profile of the revenue ...

    • Intention to participate in cause related marketing: influence of cause 

      Kureshi, Sonal; Thomas, Sujo (Indian Institute of Management Ahmedabad, 2016-03)
      The most widely accepted definition for CRM is provided by Varadarajan and Menon (1988) and it defines CRM as “a process of formulating and implementing marketing activities that are characterized by an offer from the firm ...

    • Trends in sales promotion literature 

      Kureshi, Sonal; Vyas, Preeta (2010-07-27)
      The objective of this study is to gain an insight into the trends of sales promotion literature published over 25 years. Data from 9 well-known foreign journals has been analyzed to provide a classification of framework, ...