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New Marketing in a New Environment: Some Thoughts on a Basic Restructuring

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  • Dholakia Nikhilesh

Abstract

A case is developed for some basic changes in the conceptual repertoire of the marketing discipline in view of the changes in the economic and social environment in India today. It is argued that the adaptation of existing marketing concepts, techniques, and institutions is not enough because these concepts are rooted in a type of economic environment quite different from that prevailing in most Third World countries. Some guidelines are presented along which changes can be effected in the marketing discipline so as to make it more relevant and realistic.

Suggested Citation

  • Dholakia Nikhilesh, 1975. "New Marketing in a New Environment: Some Thoughts on a Basic Restructuring," IIMA Working Papers WP1975-10-01_00166, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp00166
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