Researching Marketing Decisions: The Indian Context

ISBN-13: 9780367730161 / Angielski / Miękka / 2020 / 216 str.

Ritu Mehta

Opis

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.

Spis treści

Foreword. Contributors 1. Perspective on Marketing Issues in India 2. The Marketing Planning Process in Indian Companies 3. An Approach to Multidimensional Industry Segmentation 4. Application of Multi-Attribute Threshold Model to Study Consumer Behaviour 5. Consumer Involvement in Product Choice: Role of Perceived Risk 6. Managing Marketing Channels for High-Technology Products: A Behaviour-Based Approach 7. Internet-Based Distribution Systems: A Framework for Adoption 8. Rural Market: End of a Long Road for Consumer Marketers? 9. Distribution Channel Structure in Rural Areas: A Framework and Hypotheses 10. Customer Orientation of Service Employees and Organisational Performance: Empirical Evidence from Indian Banking 11. Optimal Retail Pricing Model Under Multi-Period Consumer Purchase Planning Horizon

O autorze

Ritu Mehta is Associate Professor of Marketing at the Indian Institute of Management Calcutta, India. She obtained her PhD from the Indian Institute of Technology Kanpur. She has a B. Tech. in Chemical Engineering from L.D. College of Engineering, Gujarat University and MBA in Marketing from Nirma University’s Institute of Management. Previously, she worked in consumer packaged-goods companies in diverse sales and marketing roles. Her research interests include retailing, consumer behaviour, sales promotions, green marketing, and the role of gender in consumption and decision-making. Her research has been published in the Journal of Marketing Management, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management, and Decision. She has consulted with government and private organisations, and has presented her work at leading international conferences. She has also developed several teaching cases and her teaching interests include marketing research, pricing and services marketing.