Asia Pacific Journal of Marketing and Logistics: Volume 18 Issue 4

Emerging paradigms in the Indian marketplace

Paurav Shukla

This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest.

Marketing paradigms and the Indian firm: A study of the emerging challenges and firm responses

Krishnaveni Muthiah

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…

An investigation into how individual and organisational consumption is affected when dealing with SME organisations from emerging economies

Zubin Sethna

The present study seeks to investigate how individual and organisational consumption is affected when dealing with small and medium‐sized enterprise (SME) organisations from…

Brand origin in an emerging market: perceptions of Indian consumers

Zhongqi Jin, Bal Chansarkar, N.M. Kondap

The study aims to examine the usefulness of the brand origin concept in shaping the perceptions of Indian consumers.

Advertising message processing amongst urban children: An Indian experience — with special reference to TV advertising

J.S. Panwar, Milan Agnihotri

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

Importance of appropriate marketing strategies for sustainability of small businesses in a developing country: Case of bakery chains of Kolkata, India

Kalyan Sengupta, Atish Chattopadhyay

The study is designed to explore the importance of appropriate marketing strategies for sustainability of small firms in India, a developing economy.

Relational switching costs, satisfaction and commitment: A study in the Indian manufacturing context

Hari Vasudevan, Sanjaya S. Gaur, Rajesh Kumar Shinde

This study attempts to understand the impact of relational switching costs and satisfaction on commitment as well as its impact on the satisfaction – commitment link in a…

Marketing programmes across different phases of the product life cycle: An explorative study in the Indian machine building sector

Avvari V. Mohan, K.N. Krishnaswamy

This paper seeks to report the findings of a survey aimed at understanding the marketing programmes (MP) for industrial products in different phases of the product life cycle…