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Title: Marketing Thought in India: Challenges of Hegemony and Inclusivity
Authors: Rohit Varman
Issue/Year: Apr-2014
Section: Perspectives
Abstract: This Perspectives paper is drawn from the keynote address by the author at the third Indian Academy of Management Conference. Noting the strong evidence of the Western hegemony in the marketing thought in India, the author reflects on how it fails to engage with the vast subaltern population of the country. Instead of mechanically borrowing from the mainstream academic concerns of the West, the author stresses on the need for the Indian marketing academics to hybridize the dominant knowledge system by combining the Western theories with the local agenda, priorities, theories, and understanding.
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