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Citation

Thesis Title
An Exploratory study of the Strategic Marketing Practices of ICT firms in India

Read article at Massey Research Online:

This research seeks to answer the question: how do the marketing practices adopted by the ICT firms in India contribute to firm performance? In order to answer this question, data was collected through Web survey using structured questionnaires from the marketing decision makers in these ICT firms. This was analysed using a range of statistical methods. 聽The findings of this study contribute to theoretical and practical knowledge in the field of marketing in the ICT sector in India. The research is significant in that it identifies and documents industry-specific marketing practices that influence firm performance. It makes a contribution to the existing social media literature by enhancing the understanding of the use of social media by the ICT firms and clarifies the role of social media in relationship marketing and market research. The research also provides a framework that can guide an examination of the marketing practices of ICT firms in the context of other economies in the world.聽

Supervisors
Dr Raja Peter
Dr Barbara Crump