| 000 -LEADER |
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| fixed length control field |
01160pab a2200169 454500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
180718b2001 xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Rajagopal, Arvind |
| 245 ## - TITLE STATEMENT |
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| Title |
Thinking through emerging markets: brand logics and cultural forms of political society in India |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Date of publication, distribution, etc. |
2001 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
p.773-82 |
| 362 ## - DATES OF PUBLICATION AND/OR SEQUENTIAL DESIGNATION |
|---|
| Dates of publication and/or sequential designation |
3 Mar |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
While political mobilisation involves the championing of narratives to unite groups and individuals in particular ways, markets too use modes of address and rhetoric that may complicate these larger narratives. In their attempts to reach the rural hinterland, businesses seek not merely to establish a brand, but also its significance for consumers. They need then to ask questions like - What kind of political performatives might consumer goods make possible. What cultural identities are reinforced in the process of market extension? It is to meet this increasing competition that businesses have also resorted to `Hindu' symbols as a way to reach new consumers. - Reproduced |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Market economy - India |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Market economy |
| 773 ## - HOST ITEM ENTRY |
|---|
| Main entry heading |
Economic and Political Weekly |
| 909 ## - |
|---|
| -- |
47813 |
