Varman, Rohit; Sreekumar, Hari - In: Journal of Historical Research in Marketing 7 (2015) 2, pp. 272-279
Purpose – The paper aims to argue, while examining the history of marketing theory in India, that the discipline is ahistorical, serves large business interests and is shaped by hegemonic Western knowledge. Design/methodology/approach – The primary sources of data were the marketing doctoral...