History of Marketing in India by Varman, Rohit; Sreekumar, Hari;

Series: Routledge Studies in the History of Marketing;

GET 10% OFF
The discount is only available for 'Alert of Favourite Topics' newsletter recipients.

Publisher's listprice GBP 115.00
The price is estimated because at the time of ordering we do not know what conversion rates will apply to HUF / product currency when the book arrives. In case HUF is weaker, the price increases slightly, in case HUF is stronger, the price goes lower slightly.

54 941 Ft (52 325 Ft + 5% VAT)
Discount 10% (cc. 5 494 Ft off)
Discounted price 49 447 Ft (47 093 Ft + 5% VAT)

54 941 Ft

Availability

cancelled

Product details:

Edition number 1
Publisher Routledge
Date of Publication 1 January 2018

ISBN 9781138854499
Binding Hardback
No. of pages224 pages
Size 234x156 mm
Language English
Illustrations 10 Illustrations, black & white; 10 Line drawings, black & white; 10 Tables, black & white

Short description:

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

Long description:

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 and history, and this book addresses the need to understand marketing practices within this diverse context. Such an understanding will not only enrich marketing as a discipline, but also provide both Western and Indian marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India from the BCE period to the current period, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices.

All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

1. Introduction: An Overview of the History of Marketing in India 2. Trade and Marketing in Early India 3. Markets, Consumption, and Society in Early India 4. Colonization and its Impact on Markets 5. The Rise of Merchant Communities 6. The Constitution of a Consuming Class in Colonial India 7. Economic Policy, Industrialization and Marketing in the Pre-Liberalization Period 8. The Emergence of Marketing as a Formal Academic Discipline 9. Rising Consumer Culture and Discontent 10. Conclusion: Areas for Future Research

Recently viewed