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 ...

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 ...

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 ...

This paper argues for a reconsideration of most elements of this design. Government securities are a unique asset class to which all Indians should have non discriminatory access. Segregated markets are unacceptable. Nor ...

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 ...

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 ...

In this paper an attempt has been made to analyse the marketing patter (use flows, physical flows, channel flows and fisherman's share in consumer rupee) of fresh water fishes and to summarize the key area for action to ...

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 ...