DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-4,Issue-6 ( Jun, 2018 ) | |||||||||
Paper Title |
Cast(E)ING Marketing Strategy in India | |||||||||
Author Name |
Ashok Pratap Arora | |||||||||
Affilition |
Adjunct Faculty: Indian Institute of Management, Udaipur | |||||||||
Pages |
33-34 | |||||||||
Abstract |
Indian society is heavily characterized by the dominance of caste and religion. Many social practices take these factors into account. But, they remain in the blind spot region for Indian marketing. Lack of proper understanding of the phenomenon, fear of possible negative reactions and lack of relevant data are cited as some of the reasons. It is suggested that proactive and professional action from the marketing fraternity may be the right leads in this area. Index Terms- Religion, Caste, Indian Marketing. | |||||||||
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