Abstract
Vikalpa is glad to introduce a new feature from this issue—the publication of Bibliography of selected scholarly articles related to specialized areas of management. The idea is to help the researchers, management practitioners, and other professionals to keep abreast with the recent developments in their respective fields.
This issue covers bibliography of articles published in reputed national and international journals during the year 1994 in the area of Marketing and Advertising. We invite comments and suggestions from the readers on this new feature.
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