...Anita Goyal; Moutusi Maity; Don E. Schultz Purpose The purpose of this viewpoint is to raise the issue of the development of marketing communication in and for emerging markets. Design/methodology/approach This is a conceptual piece which is not supported by formal research. It is based...

... of the study show that, overall, all the six CSR marketing communication strategies distinguished by Kotler and Lee (2004) influence educated Indian consumers' attitudes to the company as well as their purchasing intention, in a positive way (all mean scores are within the upper range of the seven‐point...