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Locating the past in its silence: history and marketing theory in India

Varman, Rohit and Sreekumar, Hari 2015, Locating the past in its silence: history and marketing theory in India, Journal of historical research in marketing, vol. 7, no. 2, pp. 272-279, doi: 10.1108/JHRM-04-2013-0016.

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Title Locating the past in its silence: history and marketing theory in India
Author(s) Varman, Rohit
Sreekumar, Hari
Journal name Journal of historical research in marketing
Volume number 7
Issue number 2
Start page 272
End page 279
Total pages 8
Publisher Emerald
Place of publication Bingley, Eng.
Publication date 2015-05-18
ISSN 1755-750X
Keyword(s) India
Evolution of marketing,
History of marketing theory,
History of marketing education
History of marketing thought
Postcolonial theory
Corporate hegemony
Summary The paper aims to argue, while examining the history of marketing theory in India, that the discipline is a historical, serves large business interests and is shaped by hegemonic Western knowledge.
Language eng
DOI 10.1108/JHRM-04-2013-0016
Field of Research 150506 Marketing Theory
1505 Marketing
1402 Applied Economics
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Emerald Group Publishing
Free to Read? Yes
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Document type: Journal Article
Collection: Department of Marketing
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