In Indian, familiarity breeds better content

LeHardy, Melissa; Ryan, Amy
April 2001
Marketing News;04/23/2001, Vol. 35 Issue 9, p40
Trade Publication
Focuses on the need for international marketing researches in the development of the information technology market in India. Move of information technology marketers to research on the differences in culture and infrastructure to ensure successful product development; Factors to consider in gathering data; Effectiveness of in-person interviewing in collecting the necessary information.


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