ABSTRACT

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.

chapter 5|19 pages

Consumer involvement in product choice

Role of perceived risk

chapter 6|23 pages

Managing marketing channels for high-technology products

A behaviour-based approach

chapter 7|32 pages

Internet-based distribution systems

A framework for adoption

chapter 8|12 pages

Rural market

End of a long road for consumer marketers?

chapter 9|18 pages

Distribution channel structure in rural areas

A framework and hypotheses

chapter 10|29 pages

Customer orientation of service employees and organisational performance

Empirical evidence from Indian banking