Application of "masstige" theory and approaches for the marketing of smartphone brands in India
Ruturaj Baber, Yogesh Upadhyay, Rahul Pratap Singh Kaurav, Prerana Baber
| Year of publication: |
2020
|
|---|---|
| Authors: | Baber, Ruturaj ; Upadhyay, Yogesh ; Kaurav, Rahul Pratap Singh ; Baber, Prerana |
| Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Enterprises, ISSN 1753-6227, ZDB-ID 2453814-0. - Vol. 12.2020, 3, p. 296-312
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| Subject: | mass prestige | masstige | brand management | smartphones | marketing strategies | emerging markets | Markenführung | Brand management | Indien | India | Marketingmanagement | Marketing management | Mobiltelefon | Mobile phone | Schwellenländer | Emerging economies | Marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBEM.2020.109578 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012505334