Researching Marketing Decisions The Indian Context 1st edition by Ritu Mehta ISBN 1138061921 978-1138061927

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ISBN 10: 1138061921 
ISBN 13: 978-1138061927
Author: Ritu Mehta 

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.

Researching Marketing Decisions: The Indian Context 1st Table of contents:

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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