Navigating Marketing Decisions for Sustainable Growth

1. Introduction to Navigating Marketing Decisions for Sustainable Growth
Sunil Sahadev & Dipak Saha

Part 1: Consumer Driven Marketing Strategy

2. Marketing to Millennials and Gen Z: A Qualitative Exploration of Effective Communication Strategies in the Digital Age
Vijay Makwana

3. The Effectiveness of Social Media Marketing in Engaging Gen Z Consumers and Promoting Sustainable Fashion Choices
Nidhi Raj Gupta, Riya Singh, Neerupa Chauhan

4. Customer and Service Provider Perception on Recommendation Systems in Food Delivery Applications
Sreekanth V K, Vignesh Vimbi, Sidharth J

5. The Influence of Brand Reputation and Social Influence on Consumer Willingness to Pay for Electronic Products in a Circular Economy
Neerupa Chauhan, Reenu Mohan

6. Influence of Viral Marketing on Brand Loyalty: A Qualitative Study
Tanpat Kraiwanit, Dipak Saha

7. Sustainable Marketing and Its Effect on Consumer Perception and Purchase Intention of Skincare Products
Vandana Kumari, Nishtha Pareek

8. The Effect of Advertisement and Influencer Promotion on Target Audience in Digital Platform: A Conceptual Study
Sreya Ghosh Dastidar, Anirban Majumdar

9. Luxury in Transition! A Study on the Future of the Luxury Market
Anwesha Sahoo, Dipak Saha

10. A Data-Driven Framework for Enhancing Sustainable Marketing through Predictive Analytics
Arpita Dey, Sayani Ghosh, Prasenjit Kundu, Bikas Chandra Mandal, Dipak Saha

11. Posthumanistic Approaches in Gender-Neutral Constructs for Cultural Branding of Places: Some Directions for Future Research in Tourism Perspective
Arup Kumar Baksi, Subhashree Sanyal

12. Consumer’s Intention Towards Dark Tourism: An Empirical Study in Kolkata, India
Dibyendu Chattaraj, Prabal Chakraborty, Angshuja Sengupta

Part 2: Purpose Driven Marketing Strategy

13. Supply Chain Management in Times of Crisis: A Comprehensive Review and Future Research Agenda
Ashutosh Rai

14. Agriculture Supply Chain Management: Prospects and Challenges Faced by Indian Farmers
Arjune S, V. Srinivasa Kumar

15. Big Data and Machine Learning in Hospital Supply Chain Management: A Pathway to Enhanced Performance
Twinkle Singh, Jeanne Poulose, Vinod Sharma, Sumin Samuel Sybol

16. Future Forward: Embracing the Metaverse in Healthcare Supply Chains
Mallieswari R, Shubha B N

17. EEG-Based Brain-Controlled Smart Wheelchairs: A Comprehensive Analysis of Current Trends, Challenges, and Future Prospects
Maumita Das, Souptik Roy, Nivedita Saha, Sneha Roy, Ankit Dutta

18. Exploring the Strategies for Wedding Events: An Organizer's Quest to Discover the Keys to Success
Bhaveshkumar Parmar, Pranav Desai, Kalgi Shah

19. The Role of Event Design Elements in Shaping Attendee Experiences and Perceptions
Deeksha Periyasamy, Disha Tivary, Nandini Shree M, Thashneem T Bhanu

20. Predictive Analytics for Reducing Customer Churn: A Pathway to Sustainable Retail Growth in the Phygital Era
S Sekarini, S Selvabaskar

21. Mining Artificial Intelligence Strategies in Shaping Consumer Engagement
Arpita Dey, Sayani Ghosh, Prasenjit Kundu, Dipak Saha

22. An Integrated Approach to Supplier Selection using Analytical Hierarchy Process
Sudhir P R, Debasis Patnaik

Biography

Justin Paul, who holds dual PhDs from the University of Brighton and IIT Bombay, is Chief Editor of the International Journal of Consumer Studies, a top global journal with a 10.0 Impact Factor. Ranked among the world’s top 92 highly cited scholars in Business & Economics (H-index 69), he teaches globally and has introduced influential frameworks such as Masstige, CPP, SCOPE, 7-P, and TCCM. Author of 180+ SSCI papers and bestselling books, his work has over 800,000 downloads.

Sunil Sahadev is Professor of Marketing and Responsible Enterprise at Sheffield Hallam University, UK. He holds a PhD from IIT Chennai and began his career at IIM Kozhikode. He has served at the University of Sheffield, University of Salford, and University of Brighton, and is a visiting faculty member at Vilnius University. A post-doctoral fellow from AIT Bangkok, he has published in leading journals, authored a widely used Sales and Distribution textbook, supervised 17 PhDs, and researches boundary spanning, digital marketing, and sustainability.

Dipak Saha is an experienced Professor of Marketing and Behavioral Leadership at the Institute of Engineering & Management and the University of Engineering & Management, Kolkata, with over 20 years of academic and corporate experience. He has published extensively in reputed journals and serves as Co-Editor of Perspectives in Marketing, Innovation & Strategy with Prof. Philip Kotler. A talent strategist and trainer in strategic decision-making, he received the AMP Academic Excellence Award (2020) and Research Excellence Award (2023). He is also Series Editor of the global Contemporary Management Practices series (Routledge).

Mrinal Kanti Das is an Assistant Professor in the Department of Commerce at Kanchrapara College, North 24 Parganas, West Bengal, India. He specializes in commerce and related fields, with a focus on research and teaching excellence. Dr. Das is committed to advancing academic knowledge, mentoring students, and contributing to scholarly research in commerce and management. His work integrates practical insights with theoretical frameworks, aiming to prepare students for both professional and academic success.