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Elements of task definition shopping situations: a study in context of products high on haptic salience
(Indian Institute of Management , Ahmedabad, 2014)
Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about ...
The role of government regulation in incubating social enterprises
(Indian Institute of Management , Ahmedabad, 2014)
Social Enterprise is young, emerging, and a high potential domain attracting thousands of social entrepreneurs in India. Social enterprises, with their dual focus on financial sustainability and social impact, face a set ...
The potential of mobile coupons: current status and future promises
(Indian Institute of Management, Ahmedabad, 2014)
Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional ...
Online promotions: exploring the emerging opportunity in Indian market
(Indian Institute of Management , Ahmedabad, 2014)
Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian ...