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Authors
Affiliations
1 Marketing at Rennes Scliool of Business, FR
2 Marketing, Johnson & Wales University, US
Source
Indira Management Review, Vol 3, No 2 (2009), Pagination: 54-59
Abstract
Despite its seemingly western orientation, literature has sought to apply postmodernism to aspects of culture and society within emerging economies. The impact of globalisation is redefining what non-western consumers think and feel as goods and services previously out of reach are now seen as necessities. There is an implicit need to provide a critique of postmodern hospitality marketing in emerging economies. This paper proposes a postmodern framework for understanding the development of successful hospitality concepts in contemporary India.
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