ABSTRACT
This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries.
Practical and actionable guidance is key to achieving high standards of strategic marketing across different organizations. This book offers a comprehensive overview of the application of diverse tools and strategic practices in the finance, e- commerce, fashion, entertainment and tourism industries, among others. It provides deep insights into consumer behaviour through extensive research and analysis in different sectors of business, especially during the COVID- 19 pandemic, as well as industry perspectives on shifts in consumption practices. It assesses buying behaviour and trends, demographic classifications, operational practices and the integration of technology in marketing and strategy.
Part of the Contemporary Management Practices series, this book will be useful to practicing managers, researchers and students who are interested in marketing, business studies, management studies, innovation and business strategy and communications.
TABLE OF CONTENTS
part I|199 pages
Perspectives on Consumer Behaviour
chapter Chapter 3|10 pages
Impact of Country of Origin Image on Purchase Intention
chapter Chapter 4|12 pages
The Effect of Demographic Factors on Overconfidence Behavioural Bias of Mutual Fund Investors
chapter Chapter 5|9 pages
Farmers' Query Analysis in Kisan Call Centres
chapter Chapter 8|11 pages
Applicability of the Technology Acceptance Model in Examining Consumer Adoption Patterns of Online Video Streaming Services
chapter Chapter 9|10 pages
What's Weighing on Consumer Spending in the Fear of COVID-19
chapter Chapter 10|10 pages
Effect of Online Shopping Due to Covid-19 on the Survival of the Flea Market Vendors in Kolkata
chapter Chapter 12|9 pages
Green Marketing Drivers and Their Role in Green Purchase Behaviour – A Meta-analysis
chapter Chapter 17|9 pages
Understanding the Tourists' Dissatisfaction Traits of Heritage Sites in India
chapter Chapter 18|9 pages
How Trust Mediates Users' Intention to Use Plastic Money
part II|46 pages
Industrial Perspectives