Passage to India: A Marketing Perspective

Abstract

An analysis of opportunities available to US fines for marketing to India are presented and both direct exports and trade collaborations are discussed. Economic growth patterns in the country that are likely to support international marketing operations on a much larger scale are outlined. Various factors that contnbute to the success of a marketing venture are isolated and a set of guidelines based on these three factors is developed to assist the marketer in making informed decisions for entry and establishment in the country.

Citation

Sethi, V., Datta, L. and Wise, G. (1990), "Passage to India: A Marketing Perspective", International Marketing Review, Vol. 7 No. 1. https://doi.org/10.1108/02651339010139340