PART II
Readings
Research streams can be classified into two significant categories—knowledge creation and application-based research. Both these categories are important in marketing and related aspects, and would be of interest to the target segment of readers, especially when it comprises of postgraduate students and practicing managers. Research, when applied to a specific framework, enables readers to connect with the context and motivates them to explore several related dimensions. The Indian context is an emerging market and poses challenges that are significantly different from those of the developed markets. The research readings provided in this part capture some of the topical issues associated with the Indian context. The issues ...
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