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

journal contribution
posted on 2015-05-18, 00:00 authored by Rohit Varman, H Sreekumar
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.

History

Journal

Journal of historical research in marketing

Volume

7

Issue

2

Pagination

272 - 279

Publisher

Emerald

Location

Bingley, Eng.

Publisher DOI

ISSN

1755-750X

Language

eng

Publication classification

C Journal article; C1.1 Refereed article in a scholarly journal

Copyright notice

2015, Emerald Group Publishing

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    Keywords

    IndiaEvolution of marketing,History of marketing theory,History of marketing educationHistory of marketing thoughtPostcolonial theoryCorporate hegemony

    Licence

    All Rights Reserved

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