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Research papers

Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key...

Catalogue: Asia Pacific 2008
Authors: Sangeeta Gupta, Ranjan Samanta
Company: PepsiCo
April 9, 2008
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Citation

Gupta and Samanta (2008a, April 09). Of heads and hearts and cultures apart!. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/of-heads-and-hearts-and-cultures-apart-