# Editorial – Theory building in marketing: rationalizing South Asian perspective

> Research article (South Asian Journal of Marketing, 2021) · cited 12× · AI/ML

**Wikidata**: [openalex:W3201567266](https://www.wikidata.org/wiki/openalex:W3201567266)  
**Source**: https://4ort.xyz/entity/editorial-theory-building-in-marketing-rationalizing-south-asian-perspective