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Researching Marketing Decisions : The Indian Context. マーケティングの意思決定研究
・ISBN 978-1-138-06192-7 2019 hard GB£ 171.99
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・ISBN 978-0-367-73016-1 2020 paper GB£ 46.99
￥14,886.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-20355-8
| 著者・編者 | Mehta, Ritu (ed.), |
|---|---|
| 出版社 | (Routledge, UK) |
| ページ数 | 216 pp. |
| 言語 | ENG |
| ニュース番号 | ＜651-884 651-P1845＞ |
解説
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.