Scope of Marketing Communication in a Developing Nation: An Empirical Analysis of Managerial Practices and Perceptions

Abstract

Despite the growing importance of marketing and marketing communication, there is a dearth of information on the state of marketing communication practices in India-both in the Western and Indian literature. This study attempts to augment and enhance our understanding and knowledge in this neglected area of international marketing. It is likely that greater insight into the characteristics of Indian marketing communication and promotional practices will enable multinational and local marketers to use more effective and competitive communication programs.