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Keywords: FMCG
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (5): 841–865.
Published: 20 June 2024
...Shameek Mukhopadhyay; Rohit Kumar Singh; Tinu Jain Purpose The paper aims to analyze the potential of artificial intelligence (AI) in enhancing marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with appropriate emphasis on dynamic capabilities (DC). By integrating AI...
Journal Articles
Qualitative Market Research: An International Journal (2021) 24 (2): 260–280.
Published: 05 October 2020
... or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour. © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Bottom of the pyramid Brand loyalty FMCG Low-income consumers...
