Researching Marketing Decisions
eBook - ePub

Researching Marketing Decisions

The Indian Context

  1. 216 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Researching Marketing Decisions

The Indian Context

Book details
Table of contents
Citations

About This Book

This book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing.

The volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and theoretical contributions, and also discuss some key results of implementation of marketing strategies by various firms.

This book will be of interest to researchers and students of marketing, consumer behaviour, business management, economics, finance, international marketing, services marketing and international business.

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Yes, you can access Researching Marketing Decisions by Ritu Mehta in PDF and/or ePUB format, as well as other popular books in Sciences sociales & Sociologie. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge India
Year
2019
ISBN
9780429515453
Edition
1
Topic
Sciences sociales
Subtopic
Sociologie

Table of contents

  1. Cover
  2. Half Title
  3. Series Page
  4. Title
  5. Copyright
  6. Contents
  7. List of figures
  8. List of tables
  9. Foreword
  10. Notes on contributors
  11. 1 Perspective on marketing issues in India
  12. 2 The marketing planning process in Indian companies
  13. 3 An approach to multidimensional industry segmentation
  14. 4 Application of multi-attribute threshold model to study consumer behaviour
  15. 5 Consumer involvement in product choice: role of perceived risk
  16. 6 Managing marketing channels for high-technology products: a behaviour-based approach
  17. 7 Internet-based distribution systems: a framework for adoption
  18. 8 Rural market: end of a long road for consumer marketers?
  19. 9 Distribution channel structure in rural areas: a framework and hypotheses
  20. 10 Customer orientation of service employees and organisational performance: empirical evidence from Indian banking
  21. 11 Optimal retail pricing model under multi-period consumer purchase planning horizon