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

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

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