Culture and persuasion appeals: the Indian context

Authors

Arun Bhattacharyya
S Ramesh Kumar, Indian Institute of Management BangaloreFollow
Vanitha Swaminathan

Editors

Maheswaran, Durairaj; Puliyel, Thomas

Copyright Date

April 2018

Publication Date

1-4-2018

Publisher

Oxford

Keywords

Marketing management, Indian consumer

discipline

Business; Marketing; Social and Behavioral Sciences; Communication; International and Intercultural Communication