History of Marketing in India

by Hari Sreekumar and Rohit Varman

The concepts and practices of marketing, as well as the ideologies that impel these, are rooted in specific social and cultural contexts, predominantly those of the USA, and Europe. Moreover, the Western dominance of marketing thought permeates it with Western values such as individualism and rationalism. This has led to important contexts outside these traditions such as India being overlooked.

India has an enormously rich and varied culture...

• Format: Hardcover
• Language: English
• ISBN: 1138854492
• ISBN13: 9781138854499
• Release Date: January 2026
• Publisher: Routledge
• Length: 224 Pages