Abstract
Purpose
– This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest.
Design/methodology/approach
– Examines the eight articles and the contribution of each to an important aspect of marketing in the region.
Findings
– The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies.
Originality/value
– This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.
| Original language | English |
|---|---|
| Pages (from-to) | 249-253 |
| Number of pages | 5 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| Volume | 18 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2006 |
Keywords
- India
- globalization
- marketing
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Cite this
Shukla, P. (2006). Emerging paradigms in the Indian marketplace. Asia Pacific Journal of Marketing and Logistics, 18(4), 249-253. https://doi.org/10.1108/13555850610703227