Researching Marketing Decisions : The Indian Context Hardback
Edited by Ritu (Associate Professor of Marketing, Indian Institute of Management Calcutta, India) Mehta
Hardback
Description
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.
Information
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Out of stock
- Format:Hardback
- Pages:216 pages, 40 Tables, black and white; 10 Line drawings, black and white; 10 Illustrations, black an
- Publisher:Taylor & Francis Ltd
- Publication Date:30/04/2019
- Category:
- ISBN:9781138061927
Information
-
Out of stock
- Format:Hardback
- Pages:216 pages, 40 Tables, black and white; 10 Line drawings, black and white; 10 Illustrations, black an
- Publisher:Taylor & Francis Ltd
- Publication Date:30/04/2019
- Category:
- ISBN:9781138061927
