India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indi

This book is based on detailed empirical research conducted to analyse the communication dissemination approach applied to the world’s largest employment guar

Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with

This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the