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Kaul, Dimple
- A Critical Analysis of Contemporary Marketing
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1 SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, IN
1 SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, IN
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ANVESHAK-International Journal of Management, Vol 6, No 2 (2017), Pagination: 148-153Abstract
This research article aims at bringing about both good as well as evil sides of marketing in modern times. The emphasis has been laid to cover some of the important aspects of marketing, and companies and brands use it to achieve objectives. This paper is also an attempt in understanding and analyzing how marketing is affecting society at large. The objective of this research is to critically analyze marketing, look at alternate views and provide a deeper understanding of the concept.Keywords
Contemporary Marketing, Consumer Behaviour, Emerging Markets, Profit, Value, Vulnerable Customers.References
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Authors
Affiliations
1 K.J. Somaiya Institute of Management Studies and Research, Vidya Vihar East, Ghatkopar East, Mumbai – 400077, Maharashtra, IN
1 K.J. Somaiya Institute of Management Studies and Research, Vidya Vihar East, Ghatkopar East, Mumbai – 400077, Maharashtra, IN
Source
ANVESHAK-International Journal of Management, Vol 8, No 1 (2019), Pagination: 121-125Abstract
The aim of this research article is to understand how segmenting and targeting helps in understanding the needs, wants and desires of customers and makes it easier for marketing personnel to reach out to them effectively. The study is carried out in Indian markets spanning from services to retailers and products.
Keywords
Decision Making, Markets, Segmentation, Targeting.References
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