Economic growth of LDCs depends decisively on the volume of foreign currency avaliable to them. Apart from financial aid, such currencies can only be earned by exports. However, almost 90 p.c. of all export revenue of LDCs flows from shipments of raw and base materials, and thus, increasing...

Purpose: The study examines branding in business markets in India. The objectives of the study were to understand the importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing.Method: The study was exploratory in nature. Data...

This article provides a critical overview of the current practices of marketers in designing and executing marketing communications. It reviews existing literature on consumer behaviour and opinion leadership. Dimensions of opinion leadership and traits of rural consumers are discussed. This...

With a population 121 Crore India is a country of multilingual, multicultural and multi-level society. A World Bank study has revealed that nearly two thirds of India's total population still lives in rural areas. The rural economy has rapidly transformed in the last decade and is now being led...

In the Indian market, marketing attains a principally urban preconception. Therefore, there was especially less attempt from industries to make goods and services available to fulfill rural market requirements. An unconcerned attitude moreover because of the hypothesis that the rural customer is...

Around the world, four billion people live in poverty. And marketing firms are still struggling to turn them into customers. For the past decade, business visionaries have argued that these people, dubbed the “Base of the Pyramid”, make up an enormous, untapped market. Some of the world's...

Hidden economy presents a big concern for both developing and developed countries. Of particular interest is precise determination of the temporal pattern of hidden for small developing economies, which exhibit many peculiarities. Several methods for estimation of hidden economy are effectively...

The paper deals with problem of analysis of development of the concept «integrated marketing communications». We focused on the problem of the evolution of the pyramid-like complex of integrated marketing communications and approaches in the evolution of marketing communications concepts. We...

Country-of-origin (COO) perceptions are an important issue as NIC/LDC products penetrate markets in developing countries. Brand managers may face unwillingness to buy their products if their home country has strong negative perceptions. Six consumer surveys from Finland show that Thai products...