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This study examines the complexities of neobank marketing in India, moving beyond traditional banking paradigms. Using a descriptive research methodology, primary data was collected from 200 respondents through a self-structured questionnaire and analyzed with SPSS. The findings reveal that all respondents were aware of neobanks, but continued to use traditional banking services like savings accounts, credit, loans, and fixed deposits. Hypothesis testing indicates that neobanks achieve higher customer engagement through digital channels compared to traditional banks. Despite this, neobanks face significant challenges related to perceived trustworthiness, especially concerning data security. This has led to a lower level of trust in their marketing communications. However, the study highlights the agility of neobanks in adapting their marketing strategies to regulatory changes and their consistent innovation to stay competitive. Neobanks are more flexible and responsive to changing regulations and market demands, which is a notable advantage. The research recommends that neobanks reassess their marketing strategies to bridge the identified performance gap. Enhancing trustworthiness and data security measures is crucial to align with current market expectations. By addressing these issues, neobanks can improve their competitiveness and better meet customer needs. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings: The study demonstrates that craft-based microentrepreneurs in India pursue a hybrid form of marketing strategy, where the entrepreneur's creativity and inner visions take precedence over market needs. Furthermore, these microenterprises adopt informal marketing practices that are usually not seen in traditional firms. Originality/value: The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. [ABSTRACT FROM AUTHOR]

India is a very big and successful marketplace in the world economy. People come and perform high at the Indian market. Lots of opportunities are available for the new and young practitioner to perform their talent. Production of goods and services with innovative ideas is a primary task or we can say first stage of business where a person thinks about their business, ideas, innovation, project, finance. They collect each and every factor of production for creating or producing output but the real problem starts after the production and that is how to sell products in the market place where lots of competitors are available and buyers are highly aware of market conditions having full knowledge of the market. It is highly challenging to sell the product successfully in the marketplace or not only sell but build a strong brand image in the customer mind. The present study is based on recognized marketing practices in India that are used by the Indian youth at the initial stage of business. In the current situation the Indian economy is bearing high pressure of unemployed skilled youth that have no job. By facing this situation some people get success with using effective market practices. MBA Chai Wala is a very big example for Indian youth. This paper is measuring the marketing practices used by generation Z to startup and stand up their new business in the local market. The target population of the study is including new young entrepreneurs who started their business at their own level without any family business history. This study focused on marketing practices to make a successful business. [ABSTRACT FROM AUTHOR]

In recent years, consumers are increasingly attracted to nutraceuticals, an important part of food considered propitious for human health. Therefore, consumers are willingly switching to nutraceuticals and are ready to pay the premium price. This review aims to identify various factors that govern consumer purchasing of nutraceutical products. The outcomes presented in the review provide a closer understanding of consumer attitudes toward buying behavior and their impact on the growth of the global nutraceutical market. The nutraceutical market has been identified depending on the type of nutraceuticals, forms, and regions governing the nutraceutical market. Factors such as health consciousness, knowledge about a product, product availability, price, marketing strategies, and social factors influence consumers' actual buying behavior toward nutraceutical products. A mini survey in Mumbai city of India was conducted to add practical data to the review, and factors affecting consumers' willingness to buy nutraceutical products were identified. It was observed that the decision‐making toward buying nutraceutical products was affected by gender, age, education level, and acculturation. It was also identified that the legislation governing nutraceuticals needs to be harmonized throughout many parts of the world, which restricts the growth of this sector to some extent. The findings elucidate that nutraceutical industries should overcome the regulatory barriers and focus on developing innovative products, which will keep current consumers intact and help increase the consumer base and thus expand the nutraceutical market globally. [ABSTRACT FROM AUTHOR]

This study examines the factors influencing the choices of management students in India when selecting private business schools. A sample of 161 students from the top 100 privates as per the National Institutional Ranking Framework (NIRF). B-Schools in India were surveyed to explore the key determinants. The findings reveal that placement opportunities, location, and social media posts play a significant role in influencing student’s selection of private business schools. The research emphasizes the importance of considering these factors when designing marketing strategies for private business schools in India. Additionally, it raises concerns about the growing impact of social media on the decision-making process. The study provides valuable insights into the decision-making behaviours of management students and offers implications for educational institutions and policymakers. These findings can be utilized by educational institutions to develop effective marketing strategies to attract prospective students and by policymakers to improve the quality of higher education in India. [ABSTRACT FROM AUTHOR]

This research explores the influence of digital marketing strategies on consumer purchasing decisions within the Garhwal region of Uttarakhand, India. In this study, researchers explored the impact of various digital marketing tools, such as social media, email marketing, online advertisements, content writing, mobile marketing, etc., on individual purchasing decisions. It is important to understand consumer behaviour and the factors affecting purchasing decisions on a longitudinal basis. Previously, various studies were focused on the role of digital marketing on consumer purchasing decisions, but mostly researchers suggested doing such studies on a longitudinal and geographical basis for the generalisation of their studies. As digital platforms continue to evolve, businesses have increasingly turned to online channels to engage with their target audience. Garhwal region of Uttarakhand is primarily small businesses, and it becomes important to understand the effects of digital marketing in the demographics of such a geographical area, like Garhwal, to tailor their strategies as per purchasing behaviours for local consumers. [ABSTRACT FROM AUTHOR]

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The Influence and usages of social media in contemporary times is ubiquitous. The phenomenon has changed from its navigation networking to marketing to brand building simultaneously. It is noteworthy to mention that the reach of social networking sites has increased threefold in the Indian context. While mentioning the Indian academics, their promotional tool is very conventional and usually there are hardly any paradigm shifts over the years. But nowadays, there is a shift of technique to reach out to the youths for admission purposes and to enhance the brand legacy. It is quite interesting to look through the lens of promotional tools of academics (which is not very popular and unconventional) usages of social media. The present study will describe the scenario of Indian Academics usages of social media tools for endorsement and its insinuations on the users. The study has adopted thematic interpretive phenomenological analysis to understand the user’s perception and behaviour after articulation of their attitude. The content analysis method also been used through NVivo suggests that there is a positive effect on the users to get information about the academics and through its espousal marketing approach they are quite successful to increase the views or likes for their varsity’s promotion. [ABSTRACT FROM AUTHOR]

The present study analyzes the marketing philosophies followed by banking sector executives in India. Four distinct constructs of marketing practices are identified: Transaction Marketing (TM) and Relationship Marketing (RM). The variants of relationship marketing are classified as: (a) Database Marketing (DM) (b) Interaction Marketing (IM) and (c) Network Marketing (NM). The theorized constructs of marketing strategy were utilized in a survey of banking executives. A random sampling method, using an industry database of banking executives, has been utilized. Exploratory, as well as, confirmatory factor analysis, followed by data imputation and structural equation modelling was performed to validate a model. The present study shows that interactive marketing, as well as, database marketing strategies play dominant roles in the success of banking business, especially in the case of private sector banks. Transactional marketing also has some importance in determining the performance of private sector banks. This study should be significant in the sense that it provides a comprehensive and exhaustive review of the TM, DM, IM, and NM marketing strategies and a model to predict the Return on Asset (an indicator of the success of any bank) using the banking executives' marketing propensities. [ABSTRACT FROM AUTHOR]

The third-largest by volume and the fourteenth-largest by value in the world is the pharmaceutical industry in India. It is one of the highest distributors of medicines in the world. The pharmaceutical market of India has unique characteristics and differentiate it from other countries. It has its own opportunities and challenges. There are only certain sectors which have flourished in Covid -19 period and pharmaceutical industry is one of them. Pharmaceutical marketing strategies in right direction will play an important role in the changing scenario. Those Pharmaceutical companies which will be selecting strategically correct marketing strategy, to influence the prescribing behaviour of doctors will be benefitting maximum. Huge promotional budget is allotted by the pharmaceutical companies for the advertisement of products, but choosing correct method of influencing the prescribing behaviour of doctors has a vast significance. This paper review & examine the various pharmaceutical strategies applied by the companies on doctors and their impact. Research has a vast academic relevance that it will provide an in-depth insight in the field of pharmaceutical marketing and managerial relevance in a way that conclusions of this research will guide the pharmaceutical companies to make better decision making in regards to selection of efficient pharmaceutical marketing strategy. The finding reveals that there are several strategies which are being used by pharmaceutical companies and there is a strong effect of these pharma marketing methods. [ABSTRACT FROM AUTHOR]

Although rural markets are different from urban markets in India in terms of demographics, psychographics, behavioral patterns, consumer purchase habits, and the amenities present therein, they have been evolving steadily and rapidly over the last few decades. According to a recent survey conducted by Kantar and cited by Tandon (2021), the rate of growth of rural markets has surpassed that of urban markets. In terms of value, rural markets grew by 11.6% against a growth rate of 10.2% in the urban markets. At the same time, the rate of volume growth witnessed by rural markets was 4.4% against 3.3% in urban markets. Those very rural markets which were considered insignificant till a few decades ago have now become the hotbed of competition, strategic innovation, product innovation, and process innovation. For certain sectors and industries like the FMCG sector, the two-wheeler industry, the cycle manufacturers, etc., rural markets have emerged to be more important than urban markets. A major portion of the sales in these industries comes from rural markets today. The tremendous potential that lies hidden in the Indian rural markets can be unleashed using the right blend of strategies and tactics, appropriate technologies, and suitable innovations in products, processes, and delivery. The paper dwells upon the imperatives of innovation required to penetrate, thrive and grow in rural markets. [ABSTRACT FROM AUTHOR]

This paper, based on an empirical study of private schools (n=35) and families (n=105) in select localities (n=3), explores how diversified school market(s) operate in Alwar city in Rajasthan in India. It observes that private schools execute a range of strategies, both ethical and unethical, to influence parents and attract admissions. School strategies range from the most modern methods such as advertising through local television channels, WhatsApp, Facebook, roadside billboards, wall-paintings, door-to-door visits, etc., to the invoking of primordial affiliations such as kinship ties, caste, and religious identities to reach out to parents. Schools use promises like offering better English-medium education, ensuring the safety and security of children, strict discipline, and providing coaching to prepare students for admission to prominent government schools and the engineering and medical institutes of the country as marketing strategies to help them flourish in a competitive education market. [ABSTRACT FROM AUTHOR]

This article has been positioned as a research case. The objective of this study is to capture the journey of Parle-G, a household biscuit brand of India from traditional to digital mode of marketing communication. Four decades i.e. 1982 to 2021 marketing communication journey of Parle-G has been reviewed in this case study. This research case targeted to exemplify adopting innovative methods of marketing communication strategies undertaken by Parle-G to promote its biscuit brand in emerging economies like India. To comply with the contemporary marketing communication, it has been found in the study that during the period of 2016-2021, an emphasis has been provided by Parle-G towards digital marketing communication and there is also a paradigm shift observed from traditional to a digital model of marketing communication model of Parle-G for establishing digital connect between the consumer and the organization with the help of digital marketing. [ABSTRACT FROM AUTHOR]

In numerous aspects of digital marketing usage, India is among the top two countries in the world. Almost all businesses currently use digital marketing. Thousands of start-up businesses with new ideas strive to break into the corporate sector every year. Unless they have a good marketing plan, start-ups and SMEs will be unable to compete with established and lucrative organisations. One of the leading causes of business failure is a lack of a comprehensive digital marketing strategy. However, not all of the tools available to a digital marketer are equally productive. The barrier between the "haves" and the "have nots" is narrowing as technology interventions become more widely available. Some digital marketing methods succeed, while others fail. In view of the importance of digital marketing usage in India, this paper provides a framework based on Diffusion of Innovation (DOI). It also makes use of Technology-Organization-Environment (TOE) theory for obtaining conceptual framework. Two constructs are used by the researcher to frame the conceptual framework: technical and environmental. The current study employs an exploratory research design in which the study attempts to investigate the level of awareness of digital marketing tools as well as the factors influencing the adoption of digital marketing by start-ups and Small and Medium Enterprises (SMEs) using a positivist research philosophical stand. For statistical interpretation, the study used the SPSS tool and Smart PLS. The current study's population consists of owners and managers of manufacturing and service-based start-ups and SMEs operating in Karnataka's North Karnataka area. To collect answers from the audience, this study employs a mixed methodological technique. Smart PLS - Structural Equational Modelling (SEM) is used to validate relevant hypotheses. For factor grouping and identification, the SPSS programme was employed. To obtain the SEM model, the discovered components were iterated using Smart PLS software. [ABSTRACT FROM AUTHOR]

The travel industry business in India started with its independence in 1945. India, a country with a lot of diversity, cultural heritage, and scores of languages presents unique challenges and opportunities for online travel agencies (OTAs). The internet changed the face of the travel industry. The travel boom, evolution of the internet, growing acceptance of e‐commerce, and the emergence of low‐cost carriers have been key factors that have contributed to the emergence of this sector. The present study attempts to bridge the research interests across marketing and finance disciplines. It tries to explore the relationship between the marketing and advertising efforts of the companies with the equity value of the Indian travel agencies. It also aims to compare the popularity and acceptance of online services provided by the major players in the travel and tourism industry in India based on the questionnaire survey conducted from 200 respondents. [ABSTRACT FROM AUTHOR]

In the scenario of extending the organized retail markets to tier II and III cities of India, a preliminary inquiry in Ranga Reddy district highlighted the non-participation of the vegetable growers in the retail marketing system. To understand further, the knowledge level that contributes to the behavior is examined in this study. A total of 150 vegetable growers of the peri-urban area were selected by simple random sampling and were approached with a structured interview schedule. A teacher-made test was posed to elucidate the knowledge in 4 aspects - awareness, marketing process, pricing, and additional services provided. It was found that 64.00 per cent of the respondents had a medium knowledge of retail markets. The correlation analysis disclosed a significant positive relationship of knowledge level with education, the area under vegetables, market orientation, market intelligence, information-seeking behavior at 1 per cent, and economic motivation, landholding at 5 per cent. It was observed that age and experience in vegetable farming are negatively significant with 0.05 per cent of probability. Execution of -step-wise regression to fit the model where education, market orientation, the area under vegetable production, annual income, economic motivation, decision-making ability with unstandardized coefficients 0.994, 0.953, 0.482, - 4.285E-6, 0.197, 0.222 respectively were found significant with 39.7 per cent of coefficient of determination (R2). Converting knowledge into actions requires interactions with retail market agencies that build trust. [ABSTRACT FROM AUTHOR]

Portrayal of women in the webseries differs according to the genera like, crime, comedy, thriller, drama etc. A new order of communication started after covid-19 lockdown where online viewership has increased tremendously on OTT platform especially when it comes to crime webseries in India. India is male dominated society and many issues related to women like, empowerment, education, suppression, harassment etc are still a matter of high concern. These Crime series are high on content like abusive language, explicit sex content, violence etc. and research finding shows that these series are liked to watch more by men in comparison to women. When it comes to the content as these webseries unlike films doesn't have any censor board to control the content and this freedom is seen in the creation and presentation of these series. Aim of the following study is to do a narrative analysis to understand the cultural influence and to have a deeper understanding about the way the women is portrayed in these crime webseries of India. Media have always stereotyped women and created an ideal image of women through its content. The study does an analysis how the women characters are portrayed and whether any ideal women image is portrayed. The study also collected opinion about portal of women in these series where (N=323) and interesting findings were presented both in qualitative and quantitative form. [ABSTRACT FROM AUTHOR]

India is the country of villages as two-third of the population survives in the rural areas. Marketers and the various big brands have major opportunities to enhance their brand value by expanding their market in a rural village. The rural population can generate a lot of profit for the companies therefore companies are showing their interest in the rural market. Large quantities of industrial and manufactured products are consumed by the rural people due to the green revolution. Rural markets provide a lot of opportunities in the form of untapped markets to increase income as well as increase the literacy level. Rural marketing strategy has been implemented by the marketers and Fast Moving Consumer Goods companies to take advantage of the opportunities. This article will help to explore the various possibilities along with the current scenario of the rural market. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to review and summarize the theme issue outcomes in relation to the strategic question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach: This paper draws on the findings of the theme issue contributors to identify the response of the Indian hospitality and tourism industry towards the rapid pace of digitization and use of technology. Findings: The summary highlights the research on various facets of digital push with respect to marketing of products and services, role of data analytics, use of technology tools in operations to impact customer experience. It has implications for industry practitioners, researchers and policymakers. Practical implications: It is quite clear that technology needs to be embraced by the hospitality and tourism Industry in India at a faster pace to compete well globally, deployment of digital technology has potential to positively impact efficiencies and quality of customer experience. There are huge implications for how digital marketing is going to become a critical part of the marketing strategy at large. Originality/value: The research in this theme provides insight from both practitioner and academic perspectives provide a take on the ground realities with respect to how the hospitality and tourism businesses in India are changing how they work in the digital era. [ABSTRACT FROM AUTHOR]

Purpose: The dynamic yet volatile nature of tourism and travel industry in a competitive environment calls for enhanced marketing intelligence and analytics, especially for those entities with limited marketing budgets. The past decade has witnessed an increased use of user-generated content (UGC) analysis as a marketing tool to make better informed decisions. Likewise, textual data analysis of UGC has gained much attention among tourism and hospitality scholars. Nonetheless, most of the scholarly works have focused on the singular application of an existing method or technique rather than using a multi-method approach. The purpose of this study is to propose a novel Web analytics methodology to examine online reviews posted by tourists in real time and assist decision-makers tasked with marketing strategy and intelligence. Design/methodology/approach: For illustration, the case of tourism campaign in India was undertaken. A total of 305,298 reviews were collected, and after filtering, 276,154 reviews were qualified for analysis using a string of models. Descriptive charts, sentiment analysis, clustering, topic modeling and machine learning algorithms for real-time classification were applied. Findings: Using big data from TripAdvisor, a total of 145 tourist destinations were clustered based on tourists' perceptions. Further exploration of each cluster through topic modeling was conducted, which revealed interesting insights into satisfiers and dissatisfiers of different clusters of destinations. The results supported the use of the proposed multi-method Web-analytics approach. Practical implications: The proposed machine learning model demonstrated that it could provide real-time information on the sentiments in each incoming review about a destination. This information might be useful for taking timely action for improvisation or controlling a service situation. Originality/value: In terms of Web-analytics and UGC, a comprehensive analytical model to perform an end-to-end understanding of tourist behavior patterns and offer the potential for real-time interpretation is rarely proposed. The current study not only proposes such a model but also offers empirical evidence for a successful application. It contributes to the literature by providing scholars interested in textual analytics a step-by-step guide to implement a multi-method approach. [ABSTRACT FROM AUTHOR]

In the hyper-competitive Indian airline industry, the low-cost carriers as well as full-service airlines are in dire need of innovative marketing strategies to engage their customers. To understand the dynamics behind the process of customer engagement, the purpose of this paper is to gain insights into the lived experience of consumers about their online air-ticket bookings experiences. In total, 60 frequent air travellers were approached to participate in the study and the self-completion diary method was incorporated to record their ticket booking experiences. The responses recorded in the diaries were analyzed on the basis of their content from which eight themes were derived. The findings bring forth the importance of hedonic experiential values along with utilitarian experiential values toward the engagement of customers during the online air-ticket booking process. The current study is one of the pioneers in conceptualization of customer engagement as a third-order construct by uncovering the sub-dimensions of the second order factors—utilitarian and hedonic experiential values. [ABSTRACT FROM AUTHOR]

India is an emerging economy comprising of multi-layered, complex market segments, besieged with infrastructural and other geo-spatial challenges. Among these layers, exists the rural layer, whose markets are underdeveloped and underserved and largely remains the base of pyramid layer - with large numbers of micro-entrepreneurs, farmers, producers comprising a large producer base for production and marketing of several organized and unorganised goods and services. It also happens to be the largest consumer market in Indian economy. It offers immense potential for growth driven by emerging aspirational mode of lifestyle, emerging access to markets, goods and services and technologies in Indian society. However, rural marketing remains the biggest challenge for the innumerable manufacturers and marketers in this country. As a major proportion of population of India belongs to this layer of the economy, it continues to daunt both the marketers and policy makers to look for the ways to connect it; service it and interlink it with other layers for country's sustainable growth. In the last three decades, millions of self-help groups and many producers' enterprises came up, to address the challenges of marketing and creating market linkages in rural India. Some of them succeeded and others continue to evolve to address the needs of the rural economy. When the successes are studied and documented, their strategies showcase some unique ways in which they have developed successful marketing strategies. This paper makes an attempt to study the evolution of some of the marketing strategies where millions of individuals came together for collective benefit, rewriting the focus of corporate endeavours towards uncounted numbers of people as drivers of economy. Such an exercise, leads to construct a model for unitary marketing strategies vis-a-vis the conventional binary marketing strategies of Indian businesses. This paper attempts articulation of the concept of unitary marketing strategies with the help of three unique marketing organizations, Amul, ITC and Patanjali, as they evolved and matured their business models and demonstrate its significance. The methodology of examining these three cases to offer a macro perspective on the evolution of their marketing strategies - starting from creating market linkages to building vertical integration and subsequently towards the creation of a unitary marketing strategy that connects the millions of producers and developing them as consumers for the very goods and services that they were instrumental in producing, helps appreciate the development of an integrated eco-system where producers, marketers, consumers, and retailers all come together to unify the economy. Even though it differs from the conventional research and developing empirical models to argue the presence and significance of a theoretical framework and a business model, it helps capture the macro perspectives of strategy making and execution to deliver the strategic intent. [ABSTRACT FROM AUTHOR]

Using survey data from China and India, we explore the impact of network strategy of new ventures in emerging markets. We focus on two critical dimensions of network strategy, namely, broadening and deepening the network and two types of knowledge: market knowledge and technological knowledge. We find that proactive network deepening is associated with market knowledge and network broadening with technological knowledge. From a network perspective, our work highlights the counterintuitive outcomes of breadth versus depth orientation in network strategy, highlighting differences between advanced and emerging economies. We use a post-hoc multi-group analysis to show the differences even within the two emerging markets: India and China. The direct effect of partnering proactiveness on market knowledge in India is significantly higher than that in China but there is no significant difference as to the effect of technological knowledge. We use this exploratory study to highlight the opportunities for network and entrepreneurship scholars to study emerging markets and, in particular, undertake comparative studies between new ventures in China and India. [ABSTRACT FROM AUTHOR]

Data related to the current brands of sunscreen purchased by the customers of North 24 Paraganas districts of West Bengal in India and the possible sunscreen brands to be purchased by them in their next purchase have been collected by questionnaire method. The questionnaire served to the sample of customers had several questions related to their perceptions and ratings of different sunscreen brands, frequency of usages etc., besides their demographic characteristics. Using the data thus obtained a onestep transition probability matrix has been designed/ determined. The present market shares of different brands have been estimated. Using Markovian steady state equations, the steady state probabilities of the different brands have been finally determined. These probabilities give us an idea about the predicted long run market shares of those different brands of sunscreen in the market mentioned above. Also, an effort has been made so that these brands can identify their potential competitors to whom they can lose their market shares, as well as the competitors from whom they can win back customers. Accordingly, they can decide on their strategies. [ABSTRACT FROM AUTHOR]

Safechem Industries was the leading manufacturer of detergents and allied products in Eastern India under the brand name of 'SAFED'. Safed had local factories to service the eastern market at a lower cost than other organized players and this also enabled it to compete with the unorganized sector, especially in the rural markets. The case presents a situation in which the General Manager for Marketing & Strategy at Safechem Industries had to formulate the marketing and growth strategy for the future. The company is based mainly in rural parts of Eastern India. The case describes the detergent industry in India with a special focus on rural markets. It also elaborates on the strengths and weaknesses of Safechem with respect to the detergents market and the strategies adopted by it. The General Manager is expected to choose an appropriate marketing and strategic option to help the company achieve its growth plan. [ABSTRACT FROM AUTHOR]

Entrepreneurial marketing enhances corporate performance by enabling a firm to agilely adapt its strategy to market trends. The hair‐care company Radico, which began as a small start‐up in India, used entrepreneurial marketing techniques to pursue growth outside its home market and became a multinational firm with Indian roots—a desi. An analysis of its key stages of growth shows how even a small company can raise brand awareness and expand in international markets. [ABSTRACT FROM AUTHOR]

India has traditionally been a cash-based economy with limited penetration of formal banking and financial services. The financial sector in India is witnessing a transformation with new payments banks being established in the country for achieving the dream of a fully banked country. The RBI, Indian commercial banks, the Government of India and other individual stakeholders have undertaken a number of initiatives in the past to promote financial inclusion. This paper tries to gather some insights on customer attitude and expectations that shape the marketing strategies of payments banks in India. The findings reveal that customer awareness, expectations, financial needs and value proposition affect positively customer's adoption and usage of services of a payments bank. Streamlining the operations of payments banks in India based on the study conducted shall help players to put in place people, processes, products and systems with strong analytics-driven marketing strategies, which can be easily scaled up in future to operate as a full-fledged bank. [ABSTRACT FROM AUTHOR]

Introduction: Dentistry, being one of the healing professions, has a commitment to society that its members will adhere to high ethical standards of conduct. The question on whether Indian dentists should advertise their services is an important issue with significant ethical and professional implications. Dental Council of India (DCI), has also given certain guidelines and regulations on advertising issues. But, studies on dentists' opinion on the issues on advertising for dental professionals in India are very meagre. Aim: To determine the attitude and practices of marketing strategies among private dental practitioners in Bengaluru. Materials and Methods: A cross-sectional survey was conducted among the private dental practitioners in Bengaluru city. A total of 220 dentists were selected by simple random sampling technique. A self-structured, pre-tested, closed-ended questionnaire, comprising of 23 questions was self-administered. The survey tool consisted of participant's consent, information on demographic details and questions about their attitudes and opinion on marketing strategies that were followed in their clinical practice and the use of social media as a part of marketing strategy by them. Ethical clearance was obtained from the Institutional Review Board. Data was analysed using SPSS v.20. Descriptive statistics and Chi-square test were carried out to check the significant difference. Results: Of the 220 practicing dentists, 41.8% were undergraduates and 55.9% were postgraduates. A majority of 64.1% of the dentists were in favor of advertising their services. Years of experience of the practitioners was found to be statistically significant with practicing advertising strategies (p=0.000) and favoring social media as a marketing tool (p=0.003). The older age groups were more likely to agree and comply with the government ban on advertising by dentists (p=0.000). Conclusion: While Indian culture and law does not regard advertising as ethical, in recent years there has been a change in the attitudes of dental professionals to the issue of advertising. This study concludes that ethics are not strictly followed by dental practitioners in their clinical practice. Only a quarter of them agreed on the issue that advertising may make dentistry seem more like a trade. [ABSTRACT FROM AUTHOR]

Stable category meanings act as institutions that facilitate market exchange by providing bases for comparison and valuation. Yet little is known about meaning construction in new categories or how meaning translates into valuation criteria. We address this gap in a descriptive study of these processes in an emerging category: modern Indian art. Discourse analysis revealed how market actors shaped the construction of meaning in the new category by reinterpreting historical constructs in ways that enhanced commensurability and enabled aesthetic comparisons and valuation. Analysis of auction transactions indicated greater intersubjective agreement about valuation over time as the new category institutionalized. [ABSTRACT FROM AUTHOR]

China and India are the fastest-growing major markets in the world and the most popular markets for foreign entrants. However, no study has examined the success or failure of these entries. Using a new definition of success and a uniquely compiled archival database, the authors analyze whether and why firms that entered China and India succeeded or failed. The most important findings are rather counterintuitive: Smaller firms are more successful than larger firms, and firms entering more open emerging markets have less success. Other findings are that success is greater with earlier entry, greater control of entry mode, and shorter cultural and economic distances between the home and the host countries. Importantly, with or without control for these drivers, firms have less success in India than in China. The authors discuss the reasons for and implications of these findings. [ABSTRACT FROM AUTHOR]

The authors examine how organizational dimensions, including corporate culture and market orientation, affect performance in major Indian firms. The research uses a framework (the universal high performance model) developed in the United States and first tested in Japan to assess Indian organizational business-to-business relationships. Although there are some intuitively obvious substantive differences between Indian and Japanese companies, the general pattern of how various factors drive business performance is similar in both countries despite the different economic environments in India and Japan. [ABSTRACT FROM AUTHOR]

Existing literature provides little guidance to international managers for selling to public- and private-sector companies in emerging countries. This research attempts to fill this gap using the context of India. The study focuses on the criteria used by industrial buyers to evaluate suppliers. Four hypotheses related to the differences in the importance placed on economic criteria, familiarity with the supplier, reliability of the supplier, and other capabilities of the supplier by purchasing managers from public- and private-sector companies in India are proposed and tested. Purchasing managers from private-sector organizations place more importance on economic criteria and other capabilities of the supplier than do purchasing managers from public-sector organizations. However, there is no difference in the importance placed on the reliability of the supplier by public-and private-sector purchasing managers. Also, no differences in the perception of familiarity as a supplier evaluation dimension are found. Specific recommendations are made on the basis of the findings that can aid managers in making marketing strategy decisions, including positioning, pricing, product, promotion, and distribution decisions. Finally, limitations of the study and extensions for further research are provided. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination. Design/methodology/approach: The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes. Findings: The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies. Research limitations/implications: Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds. Practical implications: It was recommended that India's tourism marketers re-design their approach concerning an 'authentic' yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic. Originality/value: The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach. [ABSTRACT FROM AUTHOR]

Ambassador, a product by Hindustan Motors previously deemed the "King of Indian Roads" has lost its clout with the emergence of the New Economic Policy in India (1991) because of resistance to change and lack of marketing orientation. Not only did the new corporate entrants appear as threats to them, but the consumers' changing demographics, needs, and preferences also went against the company. Therefore, Ambassador, the elegant Indian mystic, was pushed to the taxi segment. But the taxi segment was gradually populated by competitors such as Maruti Suzuki or Tata Indica. The Ambassador brand had again gone into limbo. As a final attempt to survive, the company planned to bring in the New Amby Sub-4 Meter in 2013. However, the managing director was in a dilemma whether to position it as a taxi or a passenger car and what should be the marketing strategy for it. [ABSTRACT FROM AUTHOR]

The author reports a field study of dyadic channel relationships in India. Among the findings is that a manufacturer's perceived power is related positively to the frequency of use of relatively high pressure influence strategies by its field representatives. The need to conduct studies across several industries and countries is underscored by the study findings. [ABSTRACT FROM AUTHOR]

The article contains a section of abstracts regarding foreign marketing from various publications. Some of the articles include "Entering New Export Markets through Concentration and Cooperation Among Firms," "Market Research in India," and "Programming Changes in Marketing in Planned Economic Development."