Muthiah, Krishnaveni - In: Asia Pacific Journal of Marketing and Logistics 18 (2006) 4, pp. 254-265
/methodology/approach – Expert opinion method has been adopted, wherein CEOs/Heads of marketing department have been personally interviewed. Findings …Purpose – Over the years, nearly eight marketing paradigms have been recognised. Yet, what really is the extent of the … changes/paradigms adopted by firms in India? What changes have the forces of challenges brought in, in the marketing …