ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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Implementing the Marketing Concept-Some Indian Cases

Some Indian Cases P N Thirunarayana Marketing attempts to understand, explain, predict and influence exchange relationships. The exchange transactions can be studied in the framework of who markets what and to whom. Some basic concepts of marketing are explored in this article using two recent marketing campaigns as illustrations.

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