Marketing thought in India: Challenges of hegemony and inclusivity

Rohit Varman

doi:10.1177/0256090920140202

Marketing thought in India: Challenges of hegemony and inclusivity

Rohit Varman^*

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

2 Citations (Scopus)

Original language	English
Pages (from-to)	1-6
Number of pages	6
Journal	Vikalpa
Volume	39
Issue number	2
DOIs	https://doi.org/10.1177/0256090920140202
Publication status	Published - 1 Apr 2014

Keywords

Bottom of the pyramid (BOP)
Indian marketing thought
Postcolonial epistemic Ideology
Profit maximization
Subaltern groups
Western influence

ASJC Scopus subject areas

Business, Management and Accounting(all)
Decision Sciences(all)

Access to Document

10.1177/0256090920140202Licence: None: All rights reserved

https://doi.org/10.1177%2F0256090920140202Licence: None: All rights reserved

Cite this

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