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Published in 2020 at "Journal of Macromarketing"
DOI: 10.1177/0276146720957382
Abstract: This article explores the spatial marketing system in India. It highlights a case where market failure is institutionalized through the normalization of heterotopia in the consumption of gated communities (GCs). We build on the earlier…
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Keywords:
market failure;
marketing;
spatial marketing;
marketing system ... See more keywords