Researching Marketing Decisions : The Indian Context book cover
1st Edition

Researching Marketing Decisions
The Indian Context

Edited By

Ritu Mehta

ISBN 9780367730161
Published December 18, 2020 by Routledge India
234 Pages

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Book 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.

Table of Contents

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

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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.