236 pages | 10 B/W Illus.
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.
Foreword by Rohit Varman
1. Perspective on Marketing Issues in India
2. The Marketing Planning Process in Indian Companies
M. C. Kapoor and J. D. Singh
3. An Approach to Multidimensional Industry Segmentation
D. P. Basu, P. K. Sen and Rahul Kapur
4. Application of Multi-Attribute Threshold Model to Study Consumer Behaviour
M. J. Xavier
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
Durgesh K. Agrawal, Dev P. Agrawal and Deepali Singh
8. Rural Market: End of a Long Road for Consumer Marketers?
9. Distribution Channel Structure in Rural Areas: A Framework and Hypotheses
Rajesh K. Aithal and L. K. Vaswani
10. Customer Orientation of Service Employees and Organisational Performance: Empirical Evidence from Indian Banking
Mushtaq A. Siddiqi and Musadiq A. Sahaf
11. Optimal Retail Pricing Model Under Multi-Period Consumer Purchase Planning Horizon