Researching Marketing Decisions: The Indian Context

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Synopsis
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.

Copyright:
2019

Book Details

Book Quality:
Publisher Quality
Book Size:
216 Pages
ISBN-13:
9780429515453
Related ISBNs:
9780429203558, 9781138061927
Publisher:
Taylor and Francis
Date of Addition:
Copyrighted By:
Indian Institute of Management Calcutta
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Social Studies, Communication, Sociology
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Ritu Mehta

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