Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
A Study of Integrated Marketing Communication for Fast Moving Consumer Goods in Rajasthan
Abstract
The Indian companies are identifying the target niches on social and attitudinal behaviour, and offering common product
across different demographics and also formulating the message accordingly. Internet marketing is picking up pace in
India with fast technological advancement. Consumption and shopping patterns are changing. Online shopping, credit
card usages are being accepted. Professionalism is increasing. Recent liberalization policies have increased competition
and enforced new marketing practices in India, the local environment and local markets dictate the need for specialized and integrated approaches.
