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Impact Of Relational Marketing Of Laptops: High Tech Product Adoptions In A Retail Setting, Anirudha Vasant Bansod

Theses

Marketing has developed from using a simple transactional model to a more sophisticated relational orientation model. Selling and marketing practices are different according to the culture of a country, purchasing power parity, economical situations, political conditions, the demand versus supply gap ratio and the socioeconomic conditions of the market place. Academics have translated these factors into a simple sales discipline. However, every region and country has its own style of business.

The business problem in this study was to understand ‘how retailers develop effective marketing strategies to increase the consumer’s propensity to buy high-tech products from their retail stores in …