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

Author

Varman, Rohit, Sreekumar, Hari, Varman, Rohit, and Sreekumar, Hari

Abstract

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.

Published
2015

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