Vol. 20 No. 2: October 2025

Research Paper

• Measuring the Effectiveness of Digital Marketing in Enhancing Sales Performance of FMCG Brands

  P. Selvi, Dr. R. Brinda Shree

  1-11

  • pdf

• Opportunities And Operational Challenges of Small Scale Enterprises in Namakkal District

  K. Balakrishnan, Dr. T. Asothai

  12-21

  • pdf

• Bridging the Digital Divide: The Push-Pull Nexus and ICT Adoption in Women-Led MSMEs

  Dr. Nidhi, Laxmi Devi

  22-35

  • pdf

• Customer Experience Enhancement through Personalized Marketing Strategies Effect of Artificial Intelligence

  S. Saranya, Dr. G. Sakthivel

  36-45

  • pdf

• Stock Market responses to Operation Sindoor: An Event Study Approach with Special reference to India and Pakistan

  Prof. R. K. Gupta, Dr. Barun Kumar Jha, Dr. Sarthak Gupta

  36-52

  • pdf

• Analysing Shareholders' Perceptions: A Comparative Study Before and After the Abolishment of Dividend Distribution Tax (DDT)

  Dr Venkataramana Arangi, Prof. N.Kishore babu

  53-60

  • pdf

• Working Capital Management In Bharat Heavy Electricals Limited (BHEL): An Empirical Study of The Maharatana Company

  Dr. Himanshu Joshi, Dr Bharti Jaiswal , Dr. Sanjay Singh Mahar

  61-69

  • pdf

• Public Sector Banking App Development: A Case Study of Innovativeness

  Mamta Thagela, Prof. Md. Shahnawaz Abdin

  70-74

  • pdf

• Assessing the Usage Level of Digital Tools in Business Practices among Micro Entrepreneurs in Salem District

  M. Ravikumar, Dr. S. Deepa

  75-85

  • pdf

• Evaluation of Consumer Perception and Behaviour toward Eco Friendly Products within the Urban Context of Salem City

  N. Shanthi, Dr. D. Thiruniraiselvi

  86-93

  • pdf

• A Study on the Effectiveness of Digital Marketing Practices of Indian Commercial Banks

  Barkha Chaurasiya, Dr. Shilpa Mishra, Dr. Sandeep Agarwal, Nancy Khaira, Prof. Rajeev Sijariya

  94-104

  • pdf

• Impact of LGBTQ+ Inclusive Policies onOrganisational Performance and EmployeeProductivity in the Indian Corporate Sector

  Dr. Shreya Panwar, Meeta Chaudhary

  105-112

  • pdf